2.3. What Do You Want to Say?

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.

Although a given message may be "tweaked" or "massaged" for different audiences, the core messages should not vary.