ABSTRACT
Chapter 9 helps students learn the steps and strategies required to develop an effective message strategy. Messages are the building blocks of strategic communication practice. Creating effective and relevant messages that are built from the organization’s core values and break through the media clutter to reach targeted stakeholders is critical to success as a strategic communicator. This chapter focuses using the different media channels to communicate the message to the public through storytelling. Different types of media require different message strategies and tactics. Advertising calls for interesting headlines, concise body copy and compelling images. News releases allow the strategic communicators to provide news content to journalists, while shared media functions to spread news about the brand and recruit fans and followers. Message strategy documents called creative briefs are also discussed.
