When communicating with the media, or any audience for that matter, utilizing the 3 c’s of message development is critical.

  • Conceive the Message
  • Craft the Message
  • Communicate the Message

When conceiving the message, it’s important to answer the following questions:

  • Who are my audiences?
  • What do they know about the topic?
  • Why would they be interested?
  • What do I want them to know about the topic?
  • How do I want them to respond?

Once those questions are asked, the crafting of the message can begin.  Think in terms of developing the message around three bullet points – A, B, and C.  Keep each bullet point short and succinct.  Work to articulate the message in one, perhaps two, sentences. Think of it in terms of a newspaper headline and how you would like to see it in the morning paper.

How you communicate the message is just as important as the content itself. When delivering the message, think about your inflection, tone and emphasis.