Stick to message, use emotion with caution

Time and time again, we've public figures go off the rails. Whether it's politics or the corporate sphere, someone can lose their temper, become sidetracked, get flustered or emotional and ends up giving a wrong answer or going off on a rant (for an extreme picture think of Howard Dean's crazy speech when he was campaigning in the Presidential primaries for the Democratic Party).

We're not suggesting that you avoid using emotion all together. Just know how to use it. But most importantly, know how it fits with your message. Know your key message backwards and forwards. Practice it numerous times. Become comfortable with the message. When you're comfortable with your message and you know your message well, your emotions will naturally seep into the delivery. You can add levity with a joke, etc.

The danger is when you don't know your stuff well enough. Then when you get a tough question, your emotions can take control rather then you controlling them and harnessing them to reinforce the message you want to deliver.

Focus on strategic messaging

People often ask us here at Strategic Communications Solutions PR if we specialize in getting publicity for organizations or individuals in a certain industry. The answer is no -- we have a diverse client base. The reason for is that we focus on strategic messaging.

We work with clients to develop their key messages. From there the communications strategy flows, resulting in media releases, events, community outreach, etc. that's all consistent with the organization's purpose and goals.

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Twitter Tip

When you're using Twitter to promote your product or service, always consider the retweets. Make it easy for people to retweet. Keep the message tight and link to more information with a shortened link. Use Twitter to direct people to what you want them to see. --- www.stratcommsolutions.ca www.twitter.com/SCSPR www.facebook.com/stratcommsolutionspr

Keep it simple

In terms of news today, it's safe to say that most of us have ADHD. There's a 24 hour news cycle it's always looking for the next sound bite. Add to this that many people get their news from Twitter and Facebook these days and you realize that sound bites are becoming more and more important.

You can't get the story out in 140 characters, but you can certainly draw attention to a news release, a website, an online article. So make sure you write tight. Keep the message short and to the point. Be compelling and whet people's appetites.

The focus in today's environment should be quality and quantity. Quality content that isn't long and gets straight to the point. And regular communication of that quality content.

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Responding to a crisis situation

Often the first response when things go wrong is to hunker down and hope they go away. Sometimes, rarely though, this will work. In most cases journalists will dig for more information and more sources. They might find disgruntled former employees or others who create a narrative that paints you or your organization in a light that's not not pretty.

Like it or not, it's always best to address the situation. Whether it's through a simple written statement, a media conference or interview.

No matter which method you choose, it should be well thought out and have a clear, concise message.

Remember, there's two sides to every story. There's nothing wrong with getting your side out.

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