How to Write Key Messages People Can Understand
Good key messages say what you do, who it is for and why it matters in plain language, with evidence behind each claim. Write them for the listener, test them aloud and keep them consistent.
Key messages should explain, in plain language, what you do, who it is for and why it matters, with evidence behind each claim. They are written for the listener, short enough to say aloud and consistent across every person and channel that represents the organisation.
For organisations in Ghana preparing a launch, campaign or interview, key messages give everyone the same starting point. Without them, each spokesperson and each piece of content tells a slightly different story.
Start with what the audience needs to know
Write from the audience's point of view. Ask what they need to understand to make a decision: to attend, apply, buy, partner or trust you. A message that describes your internal priorities may be accurate but unhelpful to the person hearing it.
If you have more than one audience, the core message stays the same while the emphasis shifts. A funder and a participant may need different supporting details about the same programme.
Write a core statement
Begin with one sentence that explains the organisation, product or initiative. A useful structure is: what it is, who it is for and what it does for them.
Test it by asking someone unfamiliar with your work to repeat it back. If they cannot, simplify it.
Add two or three supporting messages
Supporting messages expand on the core statement. Each should cover one idea, such as the problem being solved, what makes the approach different or the evidence of results. Keep the number small. Spokespeople and audiences can remember three points far more easily than seven.
Back each message with proof
A message is stronger when it is supported by something verifiable: a completed project, a number you can substantiate, a named partner who has agreed to be mentioned or a properly attributed quote. Avoid claims you cannot support. Words such as "leading" or "best" invite the question "according to whom?"
Use plain language
Replace internal terms and acronyms with words your audience uses. Prefer short sentences and concrete examples. Read the messages aloud; if they sound unnatural when spoken, rewrite them.
Avoid stacking adjectives. "A programme that trains 50 young filmmakers in Accra each year" is clearer than "an innovative, world-class talent development initiative".
Prepare for questions
List the questions people are likely to ask after hearing the messages, including difficult ones, and agree answers. Include questions about cost, eligibility, timing and anything that might be misunderstood.
Put it in a message guide
Collect the core statement, supporting messages, proof points and agreed answers in a one-page guide. Share it with spokespeople, staff who answer enquiries, partners and anyone producing content.
Review as things change
Messages need updating when facts change: a new date, a new partner, new results. Assign someone to keep the guide current, and make sure old versions are not still circulating.
PR369's Strategic Communications and PR service includes brand positioning and messaging. Email info@pr369.com with what you need to explain, to whom and by when. We will begin with a strategy conversation.
