Before you embark on your PR strategy, and before you even write a single media release or opinion piece, you need to be very clear on what your key messages are, it's usually best to focus on no more than three key messages. And once you've done the audience research and the contextualizing that we've covered previously in the section, it should come relatively naturally to you, you should be able to identify your key messages quite easily. Your key messages will be at the heart of your business affecting other marketing disciplines, such as your advertising and branding strategies, as well as your approach to human resources and supplier relations. It's therefore recommended that when you're pulling together your key messages, you work with coworkers from other departments, you need to answer these questions. What problem do you solve for the target audience? What do you want your target customer to think after engaging with your brand?

What do you want to be known for What story do you tell? How does this relate to your target audience, and What gives you the right to tell the story, it's really important that you know what your key messages are as. This is really the only way to make your brand stand out in a memorable way. But remember that authenticity is key, your key messages need to reflect what is genuinely at the heart of your business. quick recap. defining your key messages helps you design campaigns and a strategy that will help you reach your PR objectives.

Your messages should be focused on your customer and how you help her. Congratulations, you've completed the third part of this course, and you're getting so much closer to becoming an ultimate PR Pro. I really hope that you found the course useful so far, but either way, please leave a review and share your experiences. Now you've got a good grip of the context and you've done your background research, it's time to get started on the fence stuff. In the next section, we're going to look at how you can generate great ideas that you can use in your PR campaigns.