Does your publicity plan have a key message?

Think about how you would like your company presented in the media. Refer to your mission statement or business identity phrases and list some of the qualities or advantages you want reflected in media stories about your company. Think in terms of competing with other firms; cast your key messages in terms of your adversaries, such as "Better color selection than Acme Widgets." Your key messages will become the real items you're selling to the media - your goal is to have them reflected in any news story about your business.