163 lines
2.7 KiB
HTML
163 lines
2.7 KiB
HTML
<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN">
|
|
<HTML
|
|
><HEAD
|
|
><TITLE
|
|
>What Do You Want to Say?</TITLE
|
|
><META
|
|
NAME="GENERATOR"
|
|
CONTENT="Modular DocBook HTML Stylesheet Version 1.7"><LINK
|
|
REL="HOME"
|
|
TITLE="Guide to Managing Media and Public Relations in the Linux Community
|
|
"
|
|
HREF="index.html"><LINK
|
|
REL="UP"
|
|
TITLE="Public and Media Relations Planning"
|
|
HREF="planning.html"><LINK
|
|
REL="PREVIOUS"
|
|
TITLE="Who Needs to Know About Your Organization?"
|
|
HREF="who_needs_know.html"><LINK
|
|
REL="NEXT"
|
|
TITLE="What Kind of Information is Newsworthy?"
|
|
HREF="newsworthy_info.html"></HEAD
|
|
><BODY
|
|
CLASS="section"
|
|
BGCOLOR="#FFFFFF"
|
|
TEXT="#000000"
|
|
LINK="#0000FF"
|
|
VLINK="#840084"
|
|
ALINK="#0000FF"
|
|
><DIV
|
|
CLASS="NAVHEADER"
|
|
><TABLE
|
|
SUMMARY="Header navigation table"
|
|
WIDTH="100%"
|
|
BORDER="0"
|
|
CELLPADDING="0"
|
|
CELLSPACING="0"
|
|
><TR
|
|
><TH
|
|
COLSPAN="3"
|
|
ALIGN="center"
|
|
>Guide to Managing Media and Public Relations in the Linux Community</TH
|
|
></TR
|
|
><TR
|
|
><TD
|
|
WIDTH="10%"
|
|
ALIGN="left"
|
|
VALIGN="bottom"
|
|
><A
|
|
HREF="who_needs_know.html"
|
|
ACCESSKEY="P"
|
|
>Prev</A
|
|
></TD
|
|
><TD
|
|
WIDTH="80%"
|
|
ALIGN="center"
|
|
VALIGN="bottom"
|
|
>Chapter 2. Public and Media Relations Planning</TD
|
|
><TD
|
|
WIDTH="10%"
|
|
ALIGN="right"
|
|
VALIGN="bottom"
|
|
><A
|
|
HREF="newsworthy_info.html"
|
|
ACCESSKEY="N"
|
|
>Next</A
|
|
></TD
|
|
></TR
|
|
></TABLE
|
|
><HR
|
|
ALIGN="LEFT"
|
|
WIDTH="100%"></DIV
|
|
><DIV
|
|
CLASS="section"
|
|
><H1
|
|
CLASS="section"
|
|
><A
|
|
NAME="what_to_say"
|
|
></A
|
|
>2.3. What Do You Want to Say?</H1
|
|
><P
|
|
>The third step in public relations planning is to
|
|
understand what you want to say. To attain your objectives, it is
|
|
critically important to maintain message consistency when
|
|
delivering you organization's messages,
|
|
vision, mission, and core values to your target audiences.
|
|
Consistency creates a stronger impression and helps people
|
|
remember your core messages.</P
|
|
><P
|
|
>Although a given message may be <SPAN
|
|
CLASS="QUOTE"
|
|
>"tweaked"</SPAN
|
|
> or
|
|
<SPAN
|
|
CLASS="QUOTE"
|
|
>"massaged"</SPAN
|
|
> for different audiences,
|
|
the core messages should not vary.</P
|
|
></DIV
|
|
><DIV
|
|
CLASS="NAVFOOTER"
|
|
><HR
|
|
ALIGN="LEFT"
|
|
WIDTH="100%"><TABLE
|
|
SUMMARY="Footer navigation table"
|
|
WIDTH="100%"
|
|
BORDER="0"
|
|
CELLPADDING="0"
|
|
CELLSPACING="0"
|
|
><TR
|
|
><TD
|
|
WIDTH="33%"
|
|
ALIGN="left"
|
|
VALIGN="top"
|
|
><A
|
|
HREF="who_needs_know.html"
|
|
ACCESSKEY="P"
|
|
>Prev</A
|
|
></TD
|
|
><TD
|
|
WIDTH="34%"
|
|
ALIGN="center"
|
|
VALIGN="top"
|
|
><A
|
|
HREF="index.html"
|
|
ACCESSKEY="H"
|
|
>Home</A
|
|
></TD
|
|
><TD
|
|
WIDTH="33%"
|
|
ALIGN="right"
|
|
VALIGN="top"
|
|
><A
|
|
HREF="newsworthy_info.html"
|
|
ACCESSKEY="N"
|
|
>Next</A
|
|
></TD
|
|
></TR
|
|
><TR
|
|
><TD
|
|
WIDTH="33%"
|
|
ALIGN="left"
|
|
VALIGN="top"
|
|
>Who Needs to Know About Your Organization?</TD
|
|
><TD
|
|
WIDTH="34%"
|
|
ALIGN="center"
|
|
VALIGN="top"
|
|
><A
|
|
HREF="planning.html"
|
|
ACCESSKEY="U"
|
|
>Up</A
|
|
></TD
|
|
><TD
|
|
WIDTH="33%"
|
|
ALIGN="right"
|
|
VALIGN="top"
|
|
>What Kind of Information is Newsworthy?</TD
|
|
></TR
|
|
></TABLE
|
|
></DIV
|
|
></BODY
|
|
></HTML
|
|
> |