The basic message of the Church in three simple sentences:

Christ organized a church.

Men changed it.

It has been brought back.

In one sentence:

We claim to be the re-established original Christian Church.

We realize at least three benefits when we tell people what we claim to be.

The first benefit is that our claim gives structure to people’s perceptions of us and clears up confusion. If we could see the average person’s mental file labeled Mormonism, it would be an unorganized mish-mash of data points without structure. We would find random impressions from polygamy to Utah to a golden bible to temples to missionaries to Donny and Marie. People hear rumors, read inaccurate news stories, and listen to the far-fetched claims of our critics. They do not know which information is true. And even if they did, they still might not know how the pieces of Mormonism fit together. 

The beauty of our simple claim to be the re-established original Church is that it will trigger a file-organizing process. When people understand what we claim to be, whether they believe that claim or not, they will finally have a nucleus data point around which to organize and better understand all other items that have found their way into their Mormonism mailbox. Without this orienting claim, warped perceptions about us will continue to flourish in a fact-poor atmosphere and will hinder our efforts to change our image. 

The second benefit from planting our claim in people’s heads is that it provides a defense for those who are curious. If people do not know what we claim to be, why should they be interested in what we have to say? But if they do know our claim, they will feel their interest is justified because the claim gives them a logical defense against the criticisms of family and friends. They will not see themselves interested in a church (or a cult, as their friends may charge) held in disfavor by half of their fellow citizens, but will view themselves as reasonable, logical people who are interested in checking out a church that may actually be the original Church. That possibility is all we need to plant. Don’t underestimate the spine-stiffening power our claim gives to the honest in heart. 

The third benefit is that our claim changes though processes. People can argue whether we are or are not the re-established original Church, but they cannot argue the fact that we make that claim. Simply by making that claim, we fluidize minds. This strong bold claim not only forces a broad reframing of questions about us, but prompts fair and honest people to think. “Maybe I was wrong about Mormons not being Christians (or not believing the Bible, or whatever else). And if so, what else might I have wrong about them?” 

It has been said that the media may not be too successful telling us what to think, but they are very successful telling us what to think about. The same is true of us. Our statements to friends may not convince that our message is true, but may be very successful getting them to think about it. 

From How Americans View Mormonism, Gary Lawrence (2008)