PR Tip #12 – Stay on message, but make it credible

The ‘strong and stable’ soundbite communicated by the Tory party during the UK general election campaign has been subject to much media critique and at times mockery. Nevertheless it was broadcast far and wide.

• Have an agreed message, articulate and repeat it, frequently and consistently – there will always be people hearing it for the first time.
• Be disciplined and use each public opportunity and all communication channels to communicate your message.
• Ensure your message is credible and backed up by strong evidence – failure to do this can compromise your campaign.

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