How to write effective key messages

May 22, 2020
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Donny Raw
Posted in Business
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The importance of strong, clear and effective messaging is vital for all businesses. Key messages are at the core of any media or communication strategy and they ensure that you get your point across in a succinct way.

Here are some tips on how to master your key messages from the public relations experts at Adoni media.

Understand your audience

You will need to conduct research to find out who your target audience is and their characteristics. If you are targeting multiple audiences, then you’ll need to tailor your messages to each group. If you’re chatting with an industry publication, feel free to use jargon. If you’re talking to mainstream media, use everyday language.

Consistency is key

It is important to make sure your key messages align with your business’ core values. Also, you need to ensure you are communicating the same messages across all communications channels both internally and externally. That doesn’t mean repeating the same sentence over and over – tailor the message delivery and language to the audience but the overall meaning should be the same.

Keep it simple

Keep your messages short and simple. Brainstorm the most important core messages you want to communicate with your audience, and find a way to write a simple, clear message. It’ll mean the meaning is more likely to be understood and you’re also more likely to media coverage if you can deliver key messages in a succinct way (a television news grab is as short as five seconds!).

Review and refresh

Key messages are not static and will need to be reviewed and changed overtime and in response to the overall environment (is it business as usual or are you in a crisis?). When reviewing your messages, consider if they are still relevant and align with your core business values.

Be creative

Consider ways to make your messages creative and interesting to engage your audience. Once you know your audience, you will be able to effectively use their language and target the platforms they use regularly. Try experimenting with language, tone, graphics or video.

Support your messaging

Make sure your core messages are supported by evidence. Think about how you can use statistics and research to appeal to your audience by increasing believability and credibility. Alternatively, humanising communications through telling engaging and relevant stories is an effective way to speak to your audience.