Too often, we think of messaging as what we want to tell people, rather than what people want/need to hear. But if we want our messaging to fall on anything but deaf ears, it's time to focus more on customers and stakeholders and less on ourselves. Here's a HaikuDeck I created for a session at the N.C. Public Relations Society of America PR & Marketing Seminar. Flip through it and then, if you want more details, download the Key Messaging handout that includes a sample messaging architecture, additional tips and a blank worksheet.