In all your public relations initiatives, don't lose sight of your core messages (described in Chapter 2, Public and Media Relations Planning). These messages are the “essence” of your organization, defining your identity for users, the media, and the general public. Remember that the core messages should be woven into everything you do as a public relations representative. Consistency creates a bigger impact for your audience.

In the next chapter, we will look at how to use a trade show as a valuable tool for promoting your organization.