3. Developing KEY MESSAGES … · Web view · 2015-07-29When used consistently in your...
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3. DEVELOPING KEY MESSAGES KEY
Transcript of 3. Developing KEY MESSAGES … · Web view · 2015-07-29When used consistently in your...
3. Developing KEY MESSAGES
KEY
TEMPLATE:
Key Message Development Model
Key messages are a central part of your communications toolkit and are broadly categorised as:
- Company- Opportunity, and- Personal.
Key messages are short, pithy statements based on the integrity of your brand and which essentially reflect or articulate the core business, its products and services (company key messages); the company’s position on various issues and events (opportunity/incident), and underscored by your values (personal).
When used consistently in your communications, effective key messages help crystallise thought and opinion about your brand, your organisation, your industry and your stakeholders.
Woven together, key messages also build a complete narrative (such as your Company General Positioning Statement) and can be used together or in isolation across your marketing collateral and channels (e.g. brochures or your website’s ‘About the Company’ page).
You should also use your key messages in interviews with journalists and bloggers, whether for print or spoken word, digital or broadcast.
The following S.T.A.R. message development template will help you create a controllable interview agenda and messages that are memorable long after the interview is finished. (Note: this is explained in further detail in the consulting session as part of your kit contents).
Mossman Media – Key Message Development template Copyright 2015 Mossman Media [email protected]
TEMPLATE:
Key Message Development Model
Answer these questions / follow
these steps↓
In this field, delete this text below then input your own content↓
SS = Statement or state - What is the primary point or statement you are making?E.g.
“We firmly believe the global population is growing too big, too fast and there is not enough arable land to feed the world.”
(Note the use of the word ‘we’ – instantly personalising your message)
TT = Testimony or testament – here’s where you include a proof point that underpins your primary statement.
E.g.“Last year, the world’s population exceeded the 8 billion mark and the UN predicts this will double by 2020, outpacing food production globally.”
AA = Action – explain for your audience in more detail what this means for your audience, what happened, what the (positive) outcome was - or - what action is now required (or your call-to-action to your audience) on the back of your primary statement.
E.g.“As the only sustainable food technology manufacturer in Australia, our R&D program will lead to new production processes being created to help feed the world so it is critical the government’s research grants are not scrapped in the federal budget.”
RR = reinforce (or review) – bring your message back full circle by reinforcing your primary statement.R = result - alternatively, tell your audience the result of the action taken to support your primary statement.E.g.
“Only by developing new sustainable food production technologies can we keep pace with the population boom and help to feed the world.”
Mossman Media – Key Message Development template Copyright 2015 Mossman Media [email protected]
TEMPLATE:
Key Message Development Model
This page is intentionally blank (more space for you to craft some sharp key messages)
Mossman Media – Key Message Development template Copyright 2015 Mossman Media [email protected]
