56
Media Training Guidebook - Volume 4
© PR NewsChapter 3: Messaging
Foundation of Media Training: A
Messaging and Positioning Platform
By Veronica Zanellato Kido
A
ny media trainer will tell you that
to be a persuasive spokesperson for
your...
More
56
Media Training Guidebook - Volume 4
© PR NewsChapter 3: Messaging
Foundation of Media Training: A
Messaging and Positioning Platform
By Veronica Zanellato Kido
A
ny media trainer will tell you that
to be a persuasive spokesperson for
your organization, you must stay
on message.
But how do you develop the messages in the first place? The key to
success is creating a messaging and positioning platform.
A messaging and positioning platform is a
document that articulates how your organization intends to create value for stakeholders.
It
spells out in plain, hard-hitting language who
your organization is, what it promises, how it
is unique, and why people should care.
The messaging and positioning platform
serves as a frame of reference for management
thinking and decision making—and as a lens
for shaping communications and culture.
With
a messaging and positioning platform in place,
all media spokespeople in an organization will
be on the same page.
Th
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