ABSTRACT
As covered in this important chapter, the public relations strategy includes a central message. The central message is the concrete manifestation of the public relations campaign central idea communicated to publics. Whether explicitly or implicitly, whether through direct communication or indirectly through other actions, each tactic includes at least some aspect of the central message. The public relations practitioner presents same underlying message differently through multiple communication channels. In other words, the central message binds the strategic communication campaign. Stated in the public relations plan, it ranges from one sentence to a short paragraph. Central messaging applies to external and internal stakeholders or some combination of both. The central message is consistent with the organization’s mission and values statements.
