More Basics of Marketing: MMA

There are three basic parameters to analyze in addressing any communications (or public relations) challenge: message, medium and audience.

M - message

What is your message? It should be succinct, consistent and it should be crafted and refined based on the audience and the medium. Is your message controversial or subjective? Do you have research or polling to substantiate your message?

M - medium

What medium will be used to communicate your message? Is it e-mail, or a newspaper? Is it radio, TV or word of mouth? What considerations or trade-offs come with your chosen medium?

A - audience

Who is your audience? What are their needs, concerns and level of comprehension? What are the predominant demographic and psychographic attributes of this group?

When it's time to study, understand and plan any communications project, whether it be a press conference or an ad campaign, you are wise to begin with the basics: message, medium and audience ... or MMA.