So, as promised, the results of our poll... with 80 respondents the results are as follows:

So 93% of our voters believe that between one and six messages is the optimum number to work with if you want to deliver them effectively.  The reality though, we all know, is that many of those voters will most likely be juggling more than six messages at anyone time…

Much like the maligned AVE, multiple messages in PR programmes and campaigns are often a symptom of the industry having to satisfy non-communications professionals. Product managers, for example, who insist on several messages for each of their products or a company director who is convinced that every capability of the organisation needs name checking in its own message…  It is an ongoing frustration for the profession that it continually needs to satisfy the demands of, and demonstrate its value to, stakeholders that do not understand PR. 

Fortunately though, as PR measurement becomes more sophisticated and relevant, there is an increasing bank of evidence available to PR professionals that can be drawn on for the extra credibility often required to defend decisions and results.

For a more indepth analysis of the optimum message debate see Paul's recent post and also comment from Custard PR MD, Stuart Campbell, here.