Successful Media Messages

Intermediate

Summary
Advertising agencies are brilliant at coming up with memorable messages which stay in our minds and change our perceptions. PR agencies are less skilled in this area, and it’s a problem. The heart of a PR programme which changes behaviour is – just as in advertising – a strong, sticky message. This webinar offers tried-and-tested techniques for generating creative messages that work. Some are drawn from the world of advertising, others from best practice in UK and US PR companies. All will help PRCA members overcome the problem of media messages which clients like but which don’t achieve cut-through with media and stakeholder audiences.

Trainer: Adrian Wheeler

How attendees will benefit
The attendess will get a better understanding of how to translate what clients want to say into what the media wants to hear.

Who should attend
This course is aimed at anyone writing media material or content.

What attendees will learn
Attendess will learn how to persuade clients to adopt messages that will interest their media customers and covers:

• Stakeholder mapping: different messages for different audiences
• Ascertaining USPs or Primary Differentiation. The Arielle Jackson Technique
• What makes a successful media message? Seven Key Criteria
• Avoiding jargon, corporate-speak and obscurity
• Securing clients’ approval: a method for presenting media messages
• Testing media messages before deployment
• Monitoring and evaluating media messages’ effectiveness
• How and when to review the media message set

The webinar gives examples to illustrate its recommendations. Participants can download a set of notes and check-lists afterwards.

Delegate instructions
No pre-work for this course