STRATEGIES
>> Master Messages
Master Messages are those most important information points that introduce, explain and differentiate the company, organization or initiative to the market. Master Messages tell the story from our client’s point of view.
Master Messages are developed around seven content categories: Company/Organization; Industry/Market; Community; Product; Technology; Buyer/User; Finance. A ‘whole message’ for the company or organization draws from each category.
Often the exercise to create Master Messages unearths misunderstandings or lack of clarity about a topic. Sometimes these difficulties indicate that a previously agreed-upon strategy needs to be re-examined. In all cases, the exercise brings greater clarity and efficiency to the communications process.
Key message content can be developed and refined using various consulting approaches that incorporate individual, group and workshop settings.
As requested, WCP can extend its services to create a Master Message Sourcebook. This becomes a reference tool that captures ‘official’ high level message content. It serves as a key starting point for marketing communications programs such as public relations, the website, sales literature or even company contracts or handbooks. The Sourcebook helps every communication provide the same key information about the company, but allows each conversation or educational tool to be delivered in its own personal way.
Master Messages reflect (not create) the company strategy and operations. As such, their development follows earlier analysis and planning work.