To identify your key messages, you firstly need to understand what your unique selling points are. What makes your business different or better than your competitors? Is your service quicker. Are you more innovative? Do you maintain higher standards? Do you have an expert knowledge in a particular sector of the market for example, there's lots of USPS.

So let's get our thinking caps on and establish which ones are best for your campaign. Why should people use your service or product? identifying your key messages and storytelling? So to identify your key messages, you firstly need to understand what your USPS are? What makes your service or business different or better than your competitors? Is your service quicker.

Are you more innovative? Do you maintain highest standards? Do you have expert knowledge in a particular sector of the market? identifying your key messages is very important. You want to make between four to six core messages about your product or service. It may be helpful to refer to your mission statement, or your business aims and objectives to help you build your messages.

Earlier, I mentioned doing some research as a tip with your customers and clients or stakeholders. And this is where that information can really help you with identifying your key mistakes help you correct your key messages. What would you want to be said about you or your business or products? Call to Action. What is it that will make someone come to your business as opposed to another but make sure products or business better than your competitors? What's your USP?

Do you have a different stance than your competitor or a different opinion? What sets you apart is your product innovation. Family, do you use recyclable materials? are you connected with a cause, and a percentage of your proceeds are donated to it. These type of questions are about yourself that you can use to get your key messages. It's really important to focus on these and keep just a few that really makes sense for your business and its purpose.

When it comes to getting media coverage, the key things are yourself is Do you have something worthwhile to say? It may sound harsh, but you have to be honest with yourself. It needs to be news wavy. There are ways of making the boring and uninteresting get a buzz, you just have to put in a creative cap. This is where research comes into play to help you carve out your niche using settings sticks is a great way of jazzing up a story. If you have a new product, or you're launching a new service, what is it that makes you stand out from the rest?

What statistics could you add to the story to make your story stronger? Meijer loves to stick, so you don't always have to look too far. Tip. The key to news coverage is to think of the story first, what the journalist needs and then find a way to get a key message in there. Remember, it's not always the case that your entire business will be the main focus on a story. For example, a weight loss success story will flow the journey of the individual with a passing mention of the products use or feature on fashion trends may mention an item from your collection, but not the entire collection.

Technology trends might mention your product in comparison to your competitors. Always think about your brand messaging. No matter what business you're in, you can always make it relatable. Take the brand Lego for example, does it focus on the fact that it makes toy plastic bricks? Or does the brand promote his ability to encourage play, and imagination and people of all ages. Now it's time for another Ask exercise task.

This time you're going to go and create your key messages. I'd like you to list five reasons why people should use your business or service or products. These can be crossed into your key messages, you can refine them as you go along. Think about what statistics or evidence you can use to backup your key messages. Remember, the PR plan is an adaptable living document so you can always refine and tweak it as more ideas come to mind. You can always make changes because of the service or because of a product change or upgrade to amend your plan is not set in stone.