Actionable messaging and competitive positioning describes the way a company, candidate or institution creates a preference in its market or target audience for its goods, services or ideas. It is the mandatory basis for a successful public relations and marketing program.
Done well, it has influence over a host of activities, ranging from naming and recruiting to fundraising. As a result, it is the best first step when creating a communications program.
By answering a set of five essential questions –
Who are you?
What do you do and what problem do you solve?
Who are your competitors?
What does the market expect?
Who says so?
– the ability to position a company, candidate or initiative comes more clearly into view, as does the capacity to craft actionable messaging around it.