Crafting Compelling Messages That Resonate

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. It’s tempting to rely on traditional approaches to messaging that worked well in the past when the more linear model of sender-receiver communications ruled the day. But in the new CommUniverse, communications often occurs without the involvement of the organization itself.

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