Defining your key messages – video

In Chapter Five of my new book The M-factor: media confidence for business leaders and managers, I make the point that any organisation needs to be clear about how it wants to position itself to the public or its market. What is its story? Often people within the business are too close to it, and find it hard to sum up ‘what it does and why it’s a good thing’ when a reporter asks. So journalists end up getting very inconsistent messages, which will often completely miss out some of the business’s main strengths, simply because they did not happen to come to the spokesperson’s mind at the right point. In Chapter five we go through a number of questions any organisations can ask itself to get closer to effectively defining its ‘core messages’: