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Why having an effective messaging strategy is the foundation of impactful PR

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By: Emily John, Account Director

The technology market has never been more competitive, meaning brands need to clearly understand what will help them stand out from the crowd. This is one of the core reasons businesses choose to utilise PR. However, to make an impact with their PR campaign, sitting down and putting time into creating a quality messaging strategy for their brand is a critical first step.

Strong messaging is at the heart of campaigns, and when repeated consistently across PR channels, it has the potential to make a bigger impact in terms of brand awareness and educating the market on the company’s proposition. By creating the right messages that resonate with key audiences, PR can transform the relationship between a brand and its stakeholders.  

In this blog, we will explore the reasons why spending the time to develop a high-quality messaging strategy is important when building an organisation’s communications programme. 

Better positioning of the brand

A messaging strategy is about more than just words, but crafting a story that resonates with the company’s target audience. It should convey and reinforce a brand’s values, personality and positioning. Ultimately, it's the voice of the company - speaking directly to customers and prospects. 

Developing a simple, clear vision of what the business wants to communicate allows its leaders to better position the brand across all PR channels. Impactful messaging needs to be consistent with the brand’s positioning, in keeping with the tone and style of its communications. 

Provide a basis for consistent copy

When developing PR assets, having concise and documented messaging ensures that the brand’s message can be used effectively and consistently. Messaging will be used across print, digital, social media and other communication channels, tailored slightly to specific audiences and their needs, interests and preferences. 

Using the messaging strategy, businesses can ensure that they use language that is appropriate to the market and engaging for their audience. It’s important to avoid overly complicated language, acronyms, or technical terms that their audience may not understand or relate to.

Stand out in a crowded marketplace

To have a brand stand out in a saturated market, it’s crucial to position the company as a leader in its field. So why risk getting lost when a business can establish a message that could make the company stand out­ – and for all the right reasons? 

When their social media, press releases, website and employees all reiterate the same message, they have the chance to make a big impact in the marketplace. This builds trust, credibility, and lasting relationships with their target audience - all of which help businesses stand out from the competition.

To deliver measurable outcomes, we work with clients to agree on a number of key messages that will be integrated into communications campaigns that reflect their objectives and values. 

Get in touch to find out more about our approach to messaging


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