5 Ways To Develop A Powerful Key Message

By Author: Allen Jackson
Total Articles: 30
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Key messages are an essential part of public communication. They are meant to be narrative. They should evoke emotions and should be flexible. You should frame them such that they change depending on time, audience, and context. However, message development is dependent on two factors – patience and practice.

What are the key elements that make a message great?

• Message importance
• Understanding frames
• Creating the key message
• Practice
• Format the documented message

Let us understand these message development factors in detail:

1) Message importance: Messages narrows your communication which is necessary to make it effective. So, why is this focus important? Let us take an example. When you see an ad campaign, consumers have to watch it multiple times to notice and respond favorably towards it. The same goes for messages. You are selling something to the audience. Be it an idea or point of view, stick to it.

2) Understanding frames: Apart from frames, narration, and persuasion ...
... are the building blocks to create a strong message. Before framing a message, you should have a description or story in mind. It takes your message ahead. Persuasion is of three kinds:

• Ethos – It means the speaker has a built-in aura
• Pathos – It involves developing empathy, sympathy, apathy with the listener
• Logos – It is making a logical argument backed with facts to persuade the audience

3) Creating the key message: So, now that you know the subject and the right frames as well as narrations, you have formed a solid foundation for the message. However, it requires some fine tuning. Some of the features for making the message powerful are:
• Clear – free of jargon, technical language, and relevant
• Concise – delivering the message in seconds
• Consistent – repeat the same message to sink in

Some other methods in message development include:
• Appealing to emotions
• Being careful with numbers
• Adapting to the circumstances
• Testing the message

4) Practice: Once you have created the message and tested it, practice it. Media interviews can get the better of you. Training helps you to prevent stumbling and forgetfulness. Prepare for easy as well as tough questions.

5) Format the documented message: Now it is time to organize the message. Bullet point your message. Some people prefer organizing them in grids. These could include facts and figures, consequences, support material, and if there is a political aspect involved then add political strategies into the message. The political message should answer the following questions:

• What will I tell the voters?
• What will I inform them about my opponents?
• What will my opponent tell the voters about me?
Message development is also a part of executive presentation training, as organizations’ top-brass need to communicate with their employees and clients precisely.