Part 2 of 3
In the first part of this series, we discussed the power of repetition in messaging. However, it’s equally important to avoid *getting* stuck in a defensive position of constantly responding to attacks. If your organization finds itself in this position, it’s exhausting and can also take a toll on the morale of your members.
The most successful organizations in public affairs and public relations proactively push their messages, taking control of the narrative rather than simply reacting to it. While a strong defense is essential, today’s communication landscape demands an even stronger offense.
While this is not a comprehensive list, and there may be other strategies that suit your needs, here are some powerful steps we implement for our clients to help them stay on the offense and ensure their voices are heard loud and clear.
- Develop a Proactive Messaging Strategy
Identify Your Core Message: Begin by clearly defining your core message. What do you want the public, legislators, and stakeholders to understand about your organization? The message must be clear, compelling, and aligned with your organization’s values.
Anticipate Opposition: Consider potential counterarguments or attacks against your message and prepare responses in advance. By anticipating what your opponents will likely say, you can preemptively address their points, effectively beating them to the punch. Incorporate these responses into your message to fill gaps, answer the attack, and box your opponents in before they begin. This approach allows you to stay in control of the narrative and address criticisms head-on without being thrown off course.
Create a Messaging Calendar: Develop a calendar that outlines when and where you will deliver your key messages. This ensures that your communication is consistent and strategically timed to maximize impact.
- Leverage a Network of Surrogates
Empower Your Allies: Just as political campaigns use surrogates to reinforce their messages, your organization should empower employees, partners, and supporters to do the same. Give them the tools and talking points they need to spread your message.
Engage Influencers: Identify and connect with influencers within your industry or community who can amplify your message. Their endorsement can lend credibility and extend the reach of your communication efforts.
Utilize Testimonials: Collect and share testimonials from satisfied customers, partners, or members. Personal stories are a powerful way to reinforce your message and make it more relatable to a broader audience. It’s even more impactful when these testimonials connect with key legislators or constituents.
- Dominate Multiple Platforms
Social Media: Regularly share your core message on social media platforms, tailoring it to fit each platform’s audience and format. Use visuals, infographics, and videos to make your posts more engaging.
Press Releases and Media Outreach: Don’t wait for the media to come to you. Issue regular press releases that highlight your message, and actively seek out media opportunities where you can share your perspective.
Newsletters and Email Campaigns: Keep your stakeholders informed through regular newsletters and email campaigns that consistently reinforce your message. This helps build a loyal audience that is continually reminded of your key points.
Events and Discussions: Host events, webinars, or panel discussions where your message can be the focal point. These events provide a platform for you to control the narrative and engage directly with your audience. They also provide additional content that you can use for your social media plan.
- Be The Expert
Write Op-Eds and Articles: Position your organization as an authority by writing opinion pieces for industry publications or mainstream media. This allows you to frame the conversation around your message and reach a wider audience.
Create Original Research: Commission or conduct research and release it through white papers, reports, or infographics. Original research provides a credible foundation for your messaging and gives the media something to quote.
Participate in Public Speaking Opportunities: Seek speaking opportunities at conferences, industry events, or community forums where you can present your message directly to an audience.
- Monitor and Adapt
Track Media Coverage: Regularly monitor media coverage and public discourse related to your industry. This helps you understand how your message is received and where you might need to adjust your approach.
Respond to Feedback: Pay attention to feedback from your audience, whether through social media, emails, or direct interactions. Use this feedback to refine your message and ensure it continues to resonate.
Stay Flexible: Be prepared to adapt your strategy as circumstances change. If a new opportunity or challenge arises, adjust your messaging plan accordingly to stay ahead of the curve.
- Engage with the Press
You must actively engage with reporters. We understand there is a fear factor or concerns about media bias. But none of these reasons are sufficient for you not to sit down with a reporter.
Read Part 3: You Need to Sit Down with Reporters
