From the course: Public Relations (PR) Foundations

Developing your PR messaging

From the course: Public Relations (PR) Foundations

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Developing your PR messaging

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- The children's health fundraising campaign, Red Nose Day, sponsored by Comic Relief, has raised over $360 million since it began in 2015. It's easy to see why thousands of people participate. The simple act of wearing a red nose and sharing the experience generates profound impact. Through joy and laughter, the campaign drives transformational change to help children. There's powerful messaging wrapped up in photos and videos of millions of Americans, including celebrities who help raise funds. Participants purchase a red nose and then raise awareness. Why can't every message get the same reaction? PR professionals customize messages based on research and audits of the effectiveness and importance of their communication. To start, messages must be concise, consistent, compelling, and make a contribution. Let's call this strategy the four Cs. Concise messages are short and to the point. For example, one red nose makes a big difference. Consistent messages are seen throughout branded communication. The Red Nose campaign's core messages were shared through TV broadcast, their website, social media, and events. Compelling messages are timely, meaningful, and create emotion. The campaign takes place around the same time of year and focuses on the needs of children. Messages that contribute value are more likely to elicit a response. For instance, videos are shared more often when they showcase emotional experiences and heartfelt messages for children. When sharing messages threaded through your content, also be aware of recipient bias and what prevents messages from resonating with your audience. Keep in mind, there are stereotypes that impact how people react. Whether you're speaking about boomers, Gen Xers, millennials, or Gen Zers, you may be categorizing a group to appear a certain way. For example, a reference to politicians or even PR types make people think of a fixed image which influences how they react and behave. Next is symbols. Imagery can be powerful. If you use the wrong imagery, you may leave a distinct impression, perhaps even a negative one. Images can evoke different emotions. Carefully select the best icons for desired action. Another bias is peer groups. When people congregate in a group, there's a tendency for peer influence. Peer pressure interferes with how your messages are received and the actions people take. You can minimize peer pressure by mixing in a focused one-on-one approach. Individuals can form their own opinions and take personal action. Lastly, media bias. All media has an agenda, and with that agenda comes bias. The bias exists from radio and TV to newspapers, magazines, and social communities. You name it. All media has a bias or slant. You can frame out a story to eliminate media bias. First, recognize there's usually a noticeable difference between news outlets. Once you understand bias, you can take each key message and find specific elements that help your audience visualize what you're trying to convey. When you include anecdotes, statistics, and relevant facts, they support the information you are trying to get across. Knowing how to frame your messages, minimizing the bias, and offering the supportive elements I've mentioned should have your audiences acting more quickly on your behalf.

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