Key messages
A small number of short, agreed points the company wants its audiences to remember, supported by facts and examples.
Key messages are the foundation of any statement: an interview, a press release, a presentation or a meeting with the bank. There are usually three, because an audience will not remember more. Each should fit into one sentence and be supported by a fact, figure or example that can be checked.
Messages are not a script to recite. They are a point of reference the speaker returns to when answering questions. They must be true, understandable without jargon and consistent across everyone who speaks for the company.
- one sentence per message,
- evidence or an example for each,
- a version for each key audience.
For the board, agreeing the messages is often the most valuable part of preparation. It forces an answer to the question of what we really want to say, and brings out differences of view that are better settled before an interview than during it.
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