Today's the first of what it is to become a regular series of free public relations, campaigning and communications tips. The first is all about the importance of staying on message.

The golden rule once you've decided your key message or messages (but not too many) is to repeat it, repeat it and repeat it. You can say it a thousand times and the thousandth time will still be the first time that many of your audience will hear it. Those that hear it for a second or third time will be having the message reinforced.

You also need to ensure that everyone in the organisation is singing from the same hymn sheet. It's know good ensuring senior managers continually trumpeting it if the front line staff - be they receptionists, sales assistants or refuse collectors aren't saying and DOING the same thing.

That's why it is essential for every organisation to stay on message. It's not just for politicians.

Tomorrow, some tips on how to define your message.