Resources
Key messages
What do we want our audience to know? How do we want them to feel? Key messages help us accomplish our goals by ensuring our written and spoken communications are clear and consistent.
Effective key messages are:
- Short (up to three + proof points)
- Memorable
- Concise
- Consistent
- Adaptable
- Repeatable
We advise communicators and spokespeople to avoid using key messages word-for-word. Make them your own and make sure you believe them, or your audience certainly won’t.
Foundational
- Organizational messages that remain consistent over time.
- Woven through all internal and external communications.
Situational
- Specific, issues-based messages that are created as issues or opportunities arise.
- Constantly evolving.
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