The most amazing part of doing the messaging is to see what the internal differences are in a company about their vision of what they do, what they want to do, and where they think the key message points are from their vantage point. The CTO has a different view than the CEO. The VP of Marketing has a different agenda than the CFO.
We independently survey each member of the management team and then develop a consensus of what the key message points should be. This not only benefits the client in doing our outreach to the media and analysts community, but helps build culture and a common vision that everyone in the company can articulate to its publics.