Votre équipe est divisée sur les messages de presse. Comment vous assurez-vous que tout le monde parle d’une seule voix ?

-Decide who is your audience for this press release, at times it is multiple cohorts but this is important to decide the language, focusing on technicality if relevant -Align on the objective or the message you want to land with this audience from this press release. Once there is consensus on this defining part, rest will easily fall in place. -Review the content with all necessary stakeholders to ensure the objective is being met. In certain cases, comms have to make language media friendly to make it palatable. Clarify that with stakeholders who may come from a technical background to avoid back and forth.

- Define clear, aligned message points reflecting organizational goals. - Conduct regular team meetings to refine and discuss these messages. - Use a centralized platform for message distribution and updates. - Encourage open communication and feedback loops to resolve discrepancies promptly. - Designate a lead communicator to ensure unified messaging during media interactions.

First of all, key messages must be defined - and of course, what statements are not necessary in the press release. Secondly, the wording should correspond to the company's CI. To do this, you need to be familiar with the company's values and objectives and have the relevant knowledge about the company. Thirdly, the procedure is made easier if the team sticks to the classic guidelines for the structure, length and language style of a press release. Last but not least: Depending on the news and content of the press release, it should also be determined how to react in the event of a negative response. A Q&A and/or crisis communication guide created in advance can be useful for this purpose.

Trust is key, as is adherence to best practices. When the room includes dissenting ideas, it's crucial to listen respectfully, then use best practices (transparency, for example) to work toward unification of ideas and comfort levels, tying everything back to organizational goals.

Ganz einfach. Es schreibt nur einer die PM 😜

Craft clear guidelines that outline the desired tone, style, and key messages for all press communications. Ensure these guidelines are easily accessible and regularly reviewed by all team members. Encourage open communication and feedback to address any discrepancies or misunderstandings. Assign a designated spokesperson or review process to ensure all outgoing messages align with the established guidelines.

Empower your team through comprehensive media training. Conduct workshops and simulations focused on refining messaging and delivery. Provide personalized feedback to enhance confidence and clarity. This investment in training will foster consistency and ensure your team presents a unified front when interacting with the press, mitigating misunderstandings and reinforcing your brand's messaging.

Continuously analyze audience feedback to evaluate the impact and clarity of your press messages. Discrepancies or confusion might indicate inconsistencies in delivery or understanding. Leverage this valuable feedback to promptly refine messaging and address any misalignments within the team. By fostering a culture of continuous improvement and open communication, you can ensure that your PR strategy remains cohesive and resonates effectively with your target audience.

Monitoring reporting is essential in order to be able to measure success or failure. Which tools can be used for this depends on factors such as the size of the industry, the topic of the press release, the target media and others. In addition, there are different approaches to assessing coverage. For example, you can simply count the number of releases, compare them to the competition or assess them qualitatively according to content.

Pressemitteilungen sind auch im Jahr 2024 noch die wichtigste Form der Informationsbeschaffung für Journalisten. Auf deren Feedback einzugehen und in Zukunft dazu beizutragen, dass auch weiterhin Vertrauen in diesen Informationskanal besteht, ist oberstes Gebot.

Cultivate a culture of transparency where team members feel empowered to voice concerns and ideas about press messages. Prioritize active listening and constructive feedback to ensure everyone feels heard and valued. This open dialogue can nip misunderstandings in the bud and ensure alignment before public communication. Additionally, regular team meetings specifically dedicated to discussing and unifying messaging can further solidify a cohesive PR strategy, fostering a sense of ownership and shared responsibility among team members.

Das gesamte Team kann nur offen sein, wenn die Meinungen von unten nach oben verfeinert werden. Der Junior wird dem Senior nur selten widersprechen. Der Senior kann hingegen auf der neuen Sicht aufbauen und diese optimieren.

First, gather stakeholders and spokespeople for a messaging and positioning workshop. In advance, send out "homework" asking participants to share responses to questions on market value, growth potential, product/services offered, and more. Together, analyze responses to find the messaging that best articulates company value and crystalize across all PR and marketing materials. Second, all communications - from materials to social media to spokespeople - should echo this message. Third, measure saturation of this message in the market to identify gaps where more focus on messaging is needed. It's a process but when done right creates cohesion and purpose to all communications efforts.

Streamline your communication process by establishing a central point of approval for all press messages. This could involve a designated spokesperson or a dedicated review team. This centralized approach ensures consistent messaging, mitigates the risk of conflicting narratives, and strengthens your brand's voice. By establishing clear guidelines and processes for approval, you foster accountability and maintain a unified front in your external communication. This also frees up other team members to focus on their core responsibilities, knowing that the messaging is in expert hands.

This aspect is extremely important as there will always be differences in opinions in what to say, as well as when and how to say it. Streamlining the process and keeping one main point of contract for a business partner or client is key.