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.
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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.
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“Bear Icebox landed substantial media placements for us, including in top-tier media and very well regarded industry-specific publications. In particular, we created thought leadership pieces with their help that created these placements. They far exceeded expectations.”
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“We started working with Bear Icebox after launching our New York office. Through our core messages, they’ve landed useful press coverage and contributed to ebooks, trend reports, infographics and blogs. We’ve seen nice increases in web traffic and online leads.”
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