• Skip to main content
  • Skip to header right navigation
  • Skip to site footer
Bear Icebox logo.

Bear Icebox Communications

What’s better than PR? ROI.

  • Home
  • About
    • PR ROI Framework
    • Meet the Team
    • Upcoming Events
    • Careers
  • Services
    • Full-Service PR
      • Media Relations
      • Influencer Relations
      • Thought Leadership
      • Podcast Relations
      • Media Training
      • Speaking Engagements
      • Award Submissions
    • Content
      • Written Content
      • Video for PR
      • Podcasts
      • Industry Reports
      • Social Strategy
      • Advertorials
      • AI for PR
    • Brand
      • Crisis Communications
      • Message Maps
      • Threat Analysis
      • Brand Protection
      • Internal Communications
      • BICOM Global
      • PR Coaching
  • Case Studies
  • Resources
    • Honey Blog
    • Glossary
    • eBooks
    • FAQ
    • Videos
  • Contact
  • LinkedIn
  • Twitter
  • Instagram
  • Facebook
People working together on their devices at a conference table.

Message Maps

Message mapping is a great practice that should be done early on in your PR efforts.

These maps identify the key topics, keywords, and high-level messaging about your brand to your audience. Whether you’re working with an agency or creating your own message map, you’ll want to prepare your answers based on any potential questions, comments or ideas about your brand –or the industry you serve–in a well organized document. This can include direct quotes or descriptions of approved language and content that can be shared with media and target audiences across multiple channels. We like to tell clients that when it sounds like you’re repeating yourself in interviews or conversations in your industry, that’s a good thing. It means the messaging is working and that you’re getting consistent pull-through across a variety of channels.

People working together at an idea board.

Check Out Our Resources

Honey Blog

Check out the latest from our Honey Blog… Read More

Glossary

What does this term mean? What’s that you say? It’s all right here… Learn more

eBooks

Download free ebooks for more insights about the world of PR and beyond… Learn more

Videos

Sharing knowledge is what makes the world go round. That’s why we’ve created these PR videos for you… Learn more

Related Case Studies

FinDec

The problem FinDec came to us with the challenge of not having a PR department, team or person on …

Read moreFinDec

LRN Corporation

The problem LRN Corporation is an advisory and professional technology and services firm in the …

Read moreLRN Corporation

Image One Facility Solutions

The problem Image One is our longest standing client and we’ve provided PR support for them since …

Read moreImage One Facility Solutions

FAQs for Message Maps

Q: What is the purpose of a message map?

A. The message map can be used company-wide. It’s a great way for organizations to revise their brand message and get everything using the same language across the company. On the PR side of things, message maps make it easy for the agency to quickly get a quote or idea directly from the thought leaders in the company to share as a source for media if brand leaders are in a pinch.

Q: What elements should I include in my message map to ensure clear and consistent messaging across channels?

A. Message maps should always include a handful of questions or themes to anticipate from members of the media or influencers in your industry with accompanying answers to those questions. A typical structure will include a main answer followed by several supporting answers.

To ensure messaging is consistent, share the message map with key spokespeople across your organization. The message map should have a clear description of the brand, who you serve and how you serve them, along with high-level talking points organizational leaders can use during interviews and other important communications within your industry.

Q: Are there any best practices for maintaining an up-to-date and accurate message map with new or changing messages?

A. Your messaging should be reviewed often—it is not uncommon for organizations to review it every 6 to 12 months. The media landscape is ever-changing and you have to be sure that your brand is staying relevant and pivoting when necessary. Pay attention to what’s happening in your industry. Be aware of changes within your target audience. Adjust accordingly.

Cover of 9-Point ROI Framework ebook.
Download Our Ebook

Schedule a Free Consultation

Let us help you find your PR sweet spot

Talk to us today to learn more about what we can do for your brand to drive awareness and help you find the honey jar you’ve been looking for with all the other agencies and campaigns you’ve run before. It’s time for some real organic honey.

Schedule Now

Related Posts

City scape.

Clutch Grants the Game Changer Status to Bear Icebox Communications

Filed Under: Brand, Public Relations
Display of colorful toilets at the 2023 NRF Big Show.

Home, home on the road: A recap of the NAHB show in Las Vegas

Filed Under: BICOM News
Bob Spoerl, Co-Founder and Director of Public Relations and Eden Kirrish, Account Manager + Social and Content.

4 trends from the 2023 NRF Big Show

Filed Under: BICOM News
More Posts

Client Testimonials

City scape.

“I have been blown away by their enthusiasm, passionate engagement, and quality of their work.”

Greg Traverso
CEO of Metamo Travel
Portrait of business man.

“We’re getting the service you’d expect of a big company with the one-on-one attention of a small company. It’s the best of both worlds and we have a very nice relationship.”

Tim Conn
CEO & Co-Founder of Image One Facility Solutions
City scape.

“As part of a brief PR consulting project, we garnered articles in a blog, a print magazine, and a few online media outlets. Bear Icebox Communications provided experienced resources who responded promptly to questions and made collaboration smooth. The team was open to feedback and quick to deliver.”

Jaakko Timonen
founder and CEO of No No No

Related Services

A dart that has landed on a bullseye.

PR Coaching

Consult on best practices

Abstract image of sparkling lights.

BICOM Global

Maximize growth and voice

Two business people work outside at a table.

Internal Communications

Enhance employee morale

Bright office room with people working in the background and plant placed in various spots.

Brand Protection

Protect and differentiate

Green charts on a computer screen.

Threat Analysis

Identify disruptive threats

Business woman sitting at conference table while she talks on the phone.

Crisis Communications

Comprehensive crisis plans

Awards and Accreditations

Clutch logo.

Top B2B Brand

Expertise logo.

Top Ranked Chicago-Based PR Firm

Enterie logo.

Sole US Partner Serving Global Clients

USPR logo.

Member of Unified Strategies PR

Qwoted logo.

Top 100 PR Professional

Entrepreneur logo.

Top Franchise Supplier 2022

Sign up for emails

  • LinkedIn
  • Twitter
  • Instagram
  • Facebook

Latest Podcast: Tune in to our podcast GC & More for some ear-time with Bear Icebox co-owners Bob and DeAnna Spoerl. They discuss leadership, entrepreneurship and work-life balance with other industry professionals…and crack a joke or two along the way…. Listen now

Home
About
Case Studies
Contact

Services
Public Relations
Content
Brand

Bear Icebox logo.

Address:
4138 Kedzie Ave.
Chicago, IL

Contact:
info@bearicebox.com
(773) 453-2444

Copyright © 2025 · Bear Icebox Communications · All Rights Reserved · Privacy Policy

This site uses cookies to collect information about your browsing activities in order to provide you with more relevant content and promotional materials, and help us understand your interests and enhance the site. By continuing to browse this site you agree to the use of cookies. Visit our privacy policy to learn more.I understand