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Cher Murphy PR - 10/21/2008

Keeping Consistent Message Builds Customer Loyalty for Small Businesses
VIRGINIA – (October 21, 2008) --Every business has a message – at least they should. The goal of every 
business (and public relations specialist, if they work with one) is to define what their message is, and then work 
o ensure that it is kept consistent. Keeping the message consistent will help a company to reach their target 
audience, which will ultimately grow their business. 

“If a company isn’t clear on what its mission and goals are, then it can’t very well expect consumers to 
understand it, either,” explains Cher Murphy, president of Cher Murphy PR (www.CherMurphyPr.com), a public 
relations firm with offices in Miami and Virginia. “Successful companies have a recurring focus that has been 
well defined from the beginning, and that is carried through all media.”

In order to keep the focus steady, businesses must first define what that message is. For starters, a company 
should determine what points the company aims to offer the public. They can do that by reviewing their goals 
and how they believe their business can best serve the community. Once the point is determined, keep the 
following items in mind:

· Capture the company meaning in writing. Establish the goals and talking points so that everyone who speaks 
to the public about the business has a starting place. A few narrowed-down points will help keep responses on 
the right track.

· Keep the talking points authentic. Although it’s ideal to keep the message consistent, that doesn’t necessarily, 
mean copying it word-for-word in every response that is given to every media outlet. Know the mission and key 
facts, but make the response original.

· Have the look and feel of the company’s online presence match the offline one. All company brochures, business 
cards, catalogs, and Web site should match and have the same message.

· Hold a company meeting to go over the goals. Everyone should be aware of what those goals are.

· Keep in mind that your mission should be clear and specific. Once you can pinpoint why people would care 
about your business, you’ll be able to formulate the perfect message.

· Revisit and evaluate your objectives often, to ensure the company is hitting the target. 

· Consider working with a public relations specialist, at least to formulate the goals of the company as it pertains 
to the media. A little PR leg-work can go a long way toward establishing your corporate identity and helping to 
keep the media message consistent and positive.

“The goal of public relations is to help a company shape their image,” adds Murphy. “We do this after we have 
established the message. Consumers and other businesses are more apt to conduct business with someone if 
they have a good sense of the company’s principles. Consistency breeds familiarity, which in turn can translate 
into customer loyalty.”

About Cher Murphy PR
Cher Murphy PR is a full-service public relations agency with offices in Miami and Virginia, focusing on small-
business public relations management. The firm was started by public relations veteran Cher Murphy, who has 
had experience working in large agencies as a vice president, writer, editor, client account specialist, and media 
relations professional. She has had extensive experience generating exposure for small businesses in consumer, 
business-to-business, Web-based companies, financial services, travel/entertainment, governmental, technology, 
food, and hospitality industries.