Mapping Your Message: The Key To Telling A Media Relations Success Story

Media relations may be the foundation on which public relations was built, but oh how times have changed. Disintermediation, increased public scrutiny, consumer-generated media, stakeholder empowerment - you name it and it has probably affected the way PR executives communicate their messages to the media - and, subsequently, to their target audiences. But just as new communications platforms have developed to complicate the landscape, new methods of aligning messages with organizational goals have emerged. Hence, message mapping. Message maps are communications tools that set a framework for the creation of key messages.

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