Public Relation
Build a messaging house
Naise builds the structure every external message for this campaign has to trace back to, and marks the pillars that are currently claims without evidence.
Watch the sessionThe brief Naise works from
We are launching campaign or initiative. The goal is the goal and the audience is audience. Build a PR messaging house: one umbrella statement that works as the elevator pitch, 3 messaging pillars that do not overlap, and 2 factual proof points under each pillar drawn from your evidence. Then audit your own work: mark every proof point as EVIDENCED or ASSERTED, because a pillar with no evidence under it is the one that collapses in an interview. Finish with the three questions this structure does not currently answer.
Highlighted words are the blanks you fill in. Leave one empty and Naise uses a sensible default.
Refill launch, umbrella and 3 pillars
Structure for every external message on the launch, with three of six proof points marked as unevidenced.
Inputs it asks for
campaign or initiative
For example: the refillable packaging launch
the goal
For example: be known as the refill brand, not the cheap brand
audience
For example: trade press and sustainability desks
your evidence
For example: 100k pouches returned, 40% refill price, third-party LCA
Worth knowing
A messaging house is per campaign: one umbrella, three pillars, proof under each. For brand-level content themes, use the messaging pillars playbook instead.