After thwarting a plot by a Nigerian man to blow up an American passenger jet on Christmas Day, Homeland Security Secretary Janet Napolitano was widely criticized for sending mixed messages to the American public surrounding the effectiveness of the U.S.’s airport security strategy.
A recent CNN.com article by writer Drew Weston suggests, “Napolitano’s gaffe (which, to be fair, she later sought to correct) was not an isolated incident. It is emblematic of a seat-of-the-pants approach to speaking with the American people about issues that really matter to them that is increasingly undermining the administration’s credibility.” Weston goes on to say, “It is difficult to find an issue on which the White House has offered a coherent, compelling message.”
This example underscores the importance of creating and communicating effective messages consistently. Effective messages are the key points you want your target audiences to hear and remember about your organization, an issue or a trend. These messages can be used to:
Consider the following tips when devising key messages.
In today’s complex communication environment, developing and consistently communicating effective messages is more critical than ever to cut through the noise. Compelling messages allow organizations to better position themselves to get their message across to key audiences, and help achieve their communication and business objectives.
If Janet Napolitano had consistent messaging surrounding the Northwest Airlines terrorist plot, she may have been better able to assure the American people about the effectiveness of the country’s current airport security system and communicate what measures the U.S. was going to take to make the system even better.
Tags: Airport Security, CNN, Drew Weston, FAQ, Janet Napolitano, Norwest Airlines Filed under: Positioning, PR trends, Reputation Management