The Beat

Messaging: The Foundation of Building a Successful Brand Identity and Public Relations Campaign

When we take on a new client, one of the first onboarding steps we take is developing strong, cohesive messaging for their brand. As PR experts, we believe messaging is the foundation of a successful public relations campaign, but also helps an organization position itself in the marketplace Your messaging is the backbone to all of your PR tactics and materials such as website copy, boilerplate, mission statement, fact sheet, media pitches, social media content, advertising, etc.

Why is messaging important? It describes your brand, company or organization. It offers a value proposition and explains what sets you apart from your competition. When your team, employees, partners and PR representatives speak about your brand, it’s important that you are all on the same page and are promoting one, unified brand identity.

So how do you begin to create your brand or company’s messaging? At Baker PR, we execute what we call a messaging session with our client, where we sit down and dive into everything from key audiences, influencers and stakeholders to dream headlines and key differentiators that set your brand and business apart from your competitors and then the proof points to back them up.

After this in-depth and productive session, we walk away with what we call a message map. The below graphic highlights the end product which features a core message and overarching vision, three key differentiators that set you apart and the proof points to back them up. Your core message can then be packaged in a way that makes it easily understandable yet still effective (mission statement, elevator speech, boilerplate, etc.).


Your message map is a great tool to reference before any interview with the press, when hiring new staff members or when partnering with other organizations. Bottom line, your messaging should be the foundation for all communication coming out of your company for all communication platforms.

What we discussed with you here is a sneak peek at the messaging approach we take at Baker Public Relations. Should you have any questions about this process or want to set up a session with our experts, please feel free to contact us.



Eliza Bianco
Senior Account Supervisor