Putting together a message about your company, idea, product or brand that rises above the clutter is getting harder all of the time.
Andrew Gilman is president and CEO for CommCore Consulting Group took on the task of teaching communicators at the PRSA International Conference how to create memorable quotes and sound bites. He outlined a process that will help pitches and interviews be more believable and “sticky.”
Three Steps to Building a Sticky Sound Bite
- Relay the claim or Headline: We care about the voice of the customer
- Proof to back up the claim (Fact): We made over 52 changes based on customer feedback
- Short story to illustrate the claim (Visual or Story): Here is an example of a change we made based on customer feedback on what that means
Once you build a number of these sound bites and claims, the team can then pick the appropriate spokesperson or vehicle to deliver these messages to media, and also can vet the idea against the possible reactions or opposition that might arise by competitors or detractors.
Overall, Gilman provided a simple framework to start improving your pitches immediately, going way beyond the corporate speak and jargon-filled language that PR professionals tend to pack into press releases.