Clearly not always – messaging is useful, but it’s not the be-all and end-all:
- It’s often not used although organisations spend ages developing the messages
- It needs to change every few months
- It’s often based on what organisations want to say rather than what others want to hear, which in the age of social media and 24 hr news cycles makes little sense
Sure, develop messages, but don’t obsess, and more importantly, ensure processes and resourcing are able to deal with a far more fluid communications reality.