Messaging that authentically captures a company’s differentiation and value to its market is key to connecting with strategic audiences via PR. Without first establishing effective messaging, public relations initiatives produce only a fraction of the potential impact. Intentional PR requires quickly and effectively conveying important concepts to the media.
Establishing cohesive messaging is important for all businesses, but for complex sector B2B companies, the process can be nuanced. Messaging needs to articulate the market segment it addresses; the impact of the solution; the pain points of the status quo; and clearly present the value proposition in a capacity that resonates with target audiences.
Crafting clear and succinct messaging specifically for targeted media enables a more efficient process in attaining earned media. The makeup and impact of solutions need to be translated to this audience with as much consideration as marketers put forth for their revenue-generating audiences. The resulting messages will likely require additional perspective and context that may not be necessary for revenue personas. In this moment of rapid advancement, reporters cannot interpret the proliferation and impact of technologies. Innovation companies themselves must serve, through their PR, as the guide.
- Make it concise
Reporters need analytical, rational perspectives, not marketing hyperbole. It’s important to be precise about the technology or solution in context of the market. In this precision, there needs to be both a distillation and a conciseness to the language. Avoid excessive descriptions and think in terms of hierarchies of logic about the impact of the product or solution-set. The more clearly the advancement is communicated, the less interpretation that is required— and the easier it is for the resulting coverage to be accurate and meaningful.
- Compare to industry rhetoric
As the saying goes, “keep your friends close and your enemies closer.” To create exacting messaging, it’s imperative to matrix out exactly how competitors are positioned, as well as how relevant media and analysts interpret competitor positioning. The process of defining “categories” is a messy one; various stakeholders can influence these definitions. The best tactical approach to meet a strategic end is to deconstruct the categories’ “buzzwords” and analyze how to interpret or reinterpret them. Marketers can successfully redefine concepts within their sector, but it requires a powerful, integrated approach to PR.
- Encourage flexibility
Companies should establish a robust, unwavering base for their messaging that accurately reflects their vision and solutions, but they should not be afraid to shift emphasis on various angles in accordance to media and industry trends. For example, one company may emphasize an entirely different angle when appealing to stakeholders in the green technology community than for those in the public service community. Similarly, companies can capitalize on the flexibility of their messaging for thought leadership opportunities when pitching to the media throughout transformational end user and industry trends.
Meaningful, succinct and differentiated messaging is critical to all facets of marketing – especially PR, where concepts are filtered and analyzed by the media. Dissecting the larger narrative that impacts a company’s segment and thoughtfully evaluating concepts within a category goes a long way in building the foundational pieces critical to intentional marketing and PR.