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Every publication should have a message, or perhaps two. If an external writer is brought in to help develop a publication, the key message is one of the most important parts of the brief, and something to be discussed before writing begins. Defining the key message before starting to write will help to focus writing and, in particular, know which details should be stressed, and which can be omitted. Do not make the mistake of confusing the topic with the key message. A message, like a sentence, needs a verb (i.e. a word indicating action). If the author and their co-authors believe there are three or more messages, they should consider splitting the publication, but be careful to avoid redundant publication and salami science. The really important people in developing any publication are its authors. While all authors should have ample opportunity to contribute to a publication it may also help to identify 'key people' among the authors.