ABSTRACT

There is no one-size-fits-all approach to communicating. This is because every situation is different and audiences change accordingly. This does not mean, however, that you have to reinvent the wheel when approaching a project. You will dramatically increase the chance of success by simply following the proven method of considering your objectives, identifying and prioritizing your audiences, and developing and testing your key messages. Your key messages will serve as your guide rails throughout the life of your project or program. Thus, they are worth the up-front investment to target and test them. Key messages support the overarching goals of sound communication in that they value the perspective of those receiving information, and they foster consistency and clarity. Effective key message are concise, simple, strategic, relevant, compelling, memorable, real, and tailored to your stakeholders. They are also subject to change if goals or circumstances change, so be prepared to reassess them in order to protect and enhance their value.