When communications pros talk about messaging, I think they really mean “talking points.”
They are not the same. 👏
Talking points are tactical and created for very specific purposes, like a media interview.
They serve a purpose, but they can also stifle big-picture thinking. And if you never break free of them, you’ll miss the larger, strategic purpose of messaging and how you can use it as a premium service to have greater impact, become a trusted advisor, and make more money.
Corporate messaging requires a structured framework (like the one I teach in my signature program).
You get input and agreement from staff across multiple departments who are engaged and invested because they’ve been involved in the process and empowered to share their thoughts. Structured framework + engaged staff = way more strategic, way more lucrative for both you and the brands you support.
When you focus on long-term corporate messaging over the one-off talking points, you not only help organizations develop clear, consistent, and aligned messages that run like a thread through every channel where they communicate, but you also leave them extremely impressed with you. 😀
Strategic corporate messaging provides a roadmap for staff in every department, minimizing the likelihood that they’ll take on erratic and unplanned communications efforts that have little to no impact. It informs any talking point, job description, ad, sales pitch, or executive speech.
So, if you’re struggling with clients who are communicating one way on social media, another in emails, and altogether differently with staff (and none of it seems consistent with media efforts), you’re probably writing talking points. Focus on corporate messaging. It’s more impactful and more profitable.
Whether you’re a consultant or in-house with a company, you can add corporate messaging sessions as a strategic service.
Let’s talk about how my signature six-phase framework can give you the skills, expertise, and confidence you need to do this important work. I’m passionate about setting you up for success and I can’t wait to speak with you.