JT351 Public Relations Practices

Media Message Outline/
Project Start Sheet

.

Date: Always include date of your proposal

1. Audience -- Who are your audiences?
   • Primary
   • Secondary
   • Important Influentials

2. Desired Action -- For each audience group, what is the ultimate action you want from the reader, viewer or listener?
   • Awareness
   • Attitude Formation/Reinforcement/Change
   • Action

3. Audience Needs, Concerns, Interests -- What are the needs, concerns or interests of your audience that you must take into account in creating your message?

   Note: These deal with what's already on the minds of audience members. These might not necessarily be specific questions about your organization, its products, services, candidates or causes.

4. Key Theme/Message -- What is the theme or key message you want to communicate? What is the "big idea" you want your audience to remember?

5. Key Facts -- What specific information is important for them to know and must be contained in your message?

6. Medium -- What is the medium or channel of communication in which your message will appear?

   Think: How will the nature of the medium influence the way you construct your message? What are the accepted conventions for creating messages in the medium you have selected? Any special media-related issues that should be incorporated in planning your message?

7. Spokespersons -- Who from your organization should serve as spokesperson or be featured in your message? If more than one person will be involved, explain the role for each.

8. Message Strategy -- In planning your message, address the following questions:
   • How will you address the audience's need, concern or interest, and help the audience recognize the relevance of your message to them?
   • How does your organization, product, service, candidate or cause provide a viable and credible solution to their needs, concerns or interests? Be specific, concise. What is the benefit for the audience? What specific features should you mention to illustrate these benefits or support your arguments?
   • How might you prompt action by pointing out the consequences of leaving the need, concern or interest unfilled?
   • What techniques can you employ to make it easier for people to act? How can they visualize themselves taking the action desired, i.e. how can you help the audiences mentally rehearse the action you'd like them to take? This might include the use of photographs, illustrations, directions, anecdotes, examples, stories, directions, etc.
   • What specific intermediate steps should people take to move them toward the desired action?