Any self-respecting PR consultant will work closely with its client to develop a set of key messages. What’s important is to ensure these message don’t make the client sound like everyone else, and don’t resort to time-honoured clichés like ’the world’s leading x, y, z…’
One almost accidental benefit I’ve had from Twitter has been to use its 140 character limit to force clients to think about how they can convey their messages in such a concise format. It’s not easy, but it’s no bad thing because companies, and PR people aren’t always renowned for their brevity.
David Josephs, David Josephs Communications, Herts