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Q: What is messaging and why is it important?
A: Messaging is the task of identifying a company’s core value proposition against key competitors and synthesizing them into a few short phrases.
Kaleidoscope ensures that your messages are concise and easily understood both internally and externally. In particularly complicated businesses such as technology and financial services, these messages are often not as clear as they should be. Due to a varied audience, the rule of thumb is that if the average grade 10 high school student can understand your core value proposition, you have created effective messaging.
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Q: I purchased advertising with a publication, however they did not give me PR coverage. What gives?
A:
In order to keep a high level of integrity in the press, there is a definite separation between editorial and advertising departments. It should not be expected that your ad budget will affect the coverage you achieve. Good coverage is based on providing relevant and interesting opportunities for the media to write about. As well, good relationships
with the press are integral to the results.
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Q: What are the rules when writing a press release?
A: Press releases follow a traditional format so that it is easy for the media to determine
the key factors of the release. PR is not advertising so it is important to keep the messages factual and non-promotional. They are typically written in third party which reinforces their objectivity.
Kaleidoscope has found that a good way to
increase exposure is to develop a release that has interest to the consumer or
includes trend or current event information is a good tool for increasing exposure.
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Q: Our president is well spoken; does he really need media training?
A:
He may not. However, just because someone can stand in front of a crowd and ad lib does not necessarily mean that they will be good at delivering their messages in a compressed timeframe such as a 60 second TV interview.
We believe it is always better to be well prepared as a bad impression creates negative press
that will reflect badly on your organization.
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Q: The “cheat sheets” seem like a lot of extra work – are they really necessary?
A: The Kaleidoscope “cheat sheets” prepare the senior team in case of emergency.
Occasionally, the media will phone a number
of people internally, and it is critical that they get the same facts and interpretation of the facts from everyone they speak to.
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