When creating your media messages, it is crucial that you consider all of the constituencies in your communications process. One group you need to think about is the media. Will the reporters you are talking to find your message interesting?
You may come up with several messages that are short, positive, and talk about your accomplishments. For example, it might be important to you and even to some of your customers that your company has been in existence for 212 years. But it is highly unlikely that anyone in the news media is going to care that you have been around for 212 years. If the media don't care, the message point isn't going to make it into the story. If you know in advance a certain message point isn't going to make it into the story, why waste time even trying?
If you try to force a message point to a reporter that is of no interest to the journalist, all you are doing is destroying your credibility and making it harder for you to get your remaining message points into the story.
So after you have brainstormed all of your possible message points, go through each one, one at a time, and ask yourself, "if I am a reporter, will I find this point interesting enough to tell my readers, viewers or listeners about this?"
If the answer isn't an enthusiastic "yes," then scratch it off.
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