In this business, the message is always front and center. It needs to have the right strategy and the right vibe. It needs to be pushed out through the right mix of channels, so that it can reach the right people at the right time. It needs to be authentic. It needs to inspire action.
Messages that do all those things don’t happen by accident. It takes a disciplined, multi-step process that deals with everything the message needs to do. Because while a message should always be as clear and concise as possible, it needs to work like a fine-tuned machine.