Whether your organization is going through a significant change, announcing something big, or facing a crisis, you will take time to speak to the public and involve them in the business’s happenings.
Unfortunately, there are times when the public might not be listening to what you have to say. This could be because of a plethora of reasons, but one of the most significant reasons is that your message is not as strong as you think it is. The message you put out to your audience, no matter what the situation is, is crucial to how the next steps are taken within your organization.
Before putting out a message, especially one of importance, to the public, make sure it will be well-received.
Did You Write For The Audience You Want to Hear It?
A common mistake businesses make when writing their messages is writing them in ways that don’t make sense or aren’t directed to the right people. They might use corporate jargon or buzzwords, or fail to use visuals when necessary. This might be great for a quarterly report, but if you are creating a message directed toward consumers, this won’t work.
Before writing a message, determine who your audience is. This could be consumers, patients, prospects, stakeholders, or leaders. No matter who it is, write accordingly. Additionally, consider writing multiple messages if you are trying to reach very different audiences, such as consumers and stakeholders. They will be curious about different aspects of the story, and you can’t assume what will work for stakeholders will work for consumers, and vice versa. Write a message that your audience will not only understand, but also want to hear to begin with.
Does it Not Actually Get to the Point or Acknowledge The Situation?
No matter what a message is to portray, whether that is a new release, business change, or crisis plan, your message has the responsibility to provide accurate information and inform the reader. If your message dances around what is happening, does not provide enough information about the situation, or seems to be generic to the circumstance, your readers may not be inclined to read more or take an interest in what you have to say.
Even if your message is to tease the release of something, you should still include information about what it is and what to expect. It is your duty to inform in your message, and if it floats past any direct point or acknowledgment, readers will be confused and not invested.
When and Where Did You Release the Statement?
Your message could be great, well-written, and exactly what you need, but it is also essential to consider when and where you release it. Again, this is your time to look at who your audience is, where they spend their time, and when they are most likely to read your message. If your focus is on social media, make sure to use the channels your audience is on. If your focus is on physical media, such as newspapers or news channels, ensure your audience engages with those platforms. Or if your focus is on emails and newsletters, ensure you include headlines that hook your audience.
When and where are essential when getting your message read by the people that matter.
If You Scrolled Past, Would You Even Read It?
A great way to see whether your message will be read and appreciated by your audience is to view it from their perspective. Of course, you want to ensure the writing and headlines are directed toward that specific audience, and any design assets do the same. Then, take a look at it and see if it is something you would read if you came across it.
Does it entice you? Did it hook you in? Does it share information you would want to learn more about? Is it well-written and designed? Is it light enough to read quickly? All these questions should be asked before publication on any platform.
Do You Have a Plan Established?
Whether your message includes the release of a new product, the integration of a new CEO, or the details of a crisis, a plan is essential. Putting out a single message with no follow-up or plan will raise questions and create uncertainty. Your message, and the messages that follow, should be part of a larger plan that explains, guides, and informs your audience as you discuss the topic at hand.
If necessary, it can be wise to inform your audience about this plan so they can be alerted, keep an eye out, or get involved. If your message leads to more questions or a dead end, your audience won’t listen.
Get Your Message Right the First Time
If your message is not received well the first time, it takes much more work to retry. It can be wise to get the message right the first time, ensuring the public listens, and you don’t have to do double the work. Take the time to write for your audience, view it from their perspective, and post the message on platforms they will see and respond to.
If your message needs additional tweaking or you are unsure how to properly portray your message, there are public relations experts who can help and ensure you are putting out exactly what you need to in order to be heard by your desired audience. Getting it right the first time can make a world of difference.
If you have further questions or need assistance with public relations, contact the team at Wickham James.
