Your team is divided on key messaging for a PR campaign. How do you unite them for a successful strategy?

1 Identify Issues

Understanding the root of the disagreement within your team is the first step to resolving it. Engage in open discussions to allow everyone to voice their concerns and perspectives. Listen actively to each team member's input and take notes. Often, conflicts arise from miscommunication or differing priorities. By identifying these issues early, you can address them directly and find common ground. Remember, the goal is to unite your team, not to win an argument.

2 Set Objectives

Once you've identified the issues, it's time to align on the campaign's objectives. What are the goals of this PR campaign? Whether it's increasing brand awareness, driving sales, or changing public perception, having a clear set of objectives helps to focus your team's efforts. When everyone understands what success looks like, it becomes easier to craft a message that supports these goals. Encourage your team to view the campaign through the lens of these objectives.

4 Decision Framework

To move forward, establish a decision-making framework. This might include criteria such as message resonance with the target audience, alignment with brand values, and potential for media coverage. By setting these parameters, your team can evaluate each proposed message against a shared set of standards. This methodical approach helps depersonalize the decision-making process and can reduce conflicts as the focus shifts from personal preferences to what's best for the campaign.

5 Test Messages

Before finalizing the key message, test it with a small segment of your target audience. This can be done through focus groups, surveys, or social media polls. The feedback you receive is invaluable; it not only helps refine the message but also provides data that can unite the team. When team members see that a particular message resonates with the audience, they're more likely to rally behind it, knowing it has a higher chance of success.

6 Execute Cohesively

With a key message in hand, it's time to execute the campaign cohesively. Ensure that all communication materials, from press releases to social media posts, reflect the agreed-upon message. Consistency is key in PR, and when your team presents a united front, it strengthens your campaign's impact. Regular check-ins and updates can help maintain this cohesion, keeping the team on track and focused on the shared objectives.