One of the most important roles PR professionals play is that of chief architect of the organizational message. Never has this role been more important than today, as issues have become more intense and the demand for transparency greater. The complexity of today’s 360 degree “CommUniverse,” where numerous stakeholders are constantly orbiting around an organization, requires more effective implementation of message strategies. Leaders are leaning on PR execs to help them develop effective strategies and messages for a wide variety of difficult situations that resonate with a lengthening list of stakeholders. With this expanding opportunity to shape and actually enhance organizational reputation, we must ensure our messages do indeed resonate.
Crafting Compelling Messages That Resonate
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