Key messages are the core points or facts which you want a target audience to either read, hear or see and remember.
These create meaning and attention on an issue – ie new product, policy launch, or idea – that you want to gain publicity on.
Ensuring that you have well-developed, key messages will allow you to better control communication around your topic, and also enhance the relationship with the audiences you are wanting to talk to. Key messages are intended to illustrate exactly just what you really need to get across on the topic you are communicating.
But first you need to know and ask yourself:
What are the critical messages that I want to communicate?
These are what you must say and get across in any communication situation (press conference, media interview, speech) — irrespective of what questions an audience may ask.
When developing your key messages – be it for a business document, media releases or a speech – you need to keep the audience in mind you are wanting to talk to and focus on your messages with it in mind.
You should also work out in advance, exactly what you want say and what you wish to get across on the topic concerned. It is best not to have any more than six or seven messages on any one topic – as any more will only dilute your point.
Key messages are commonly known as water cooler or BBQ statements — what we want our target audiences to say when they are discussing the topic around a BBQ with their friends.
Criteria for Key Messages
- Be believable — support you points with evidence
- Be understood — ensure to reflect the target audience’s understanding in your messaging
- Be distinctive
- Be agreed — have everyone speaking about the topic singing off the same song sheet
- Be credible — know your stuff
- Drive your agenda
- Avoid being negative and always accentuate the positive