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messages
Key messages are a key part of public communication. This step by step
guide will help you develop messaging that is memorable and tells a
story.
There’s a simple rule: You say it again, and you say it again, and you
say it again, and you say it again, and you say it again, and then again
and again and again and again, and about the time that you’re
absolutely sick of saying it is about the time that your target audience
has heard it for the first time.
— Frank Luntz
Repeating your key messages goes to exactly what Luntz says — you
have to keep repeating them because the tenth time you say it is
probably the first time the audience has heard it. You may have to say
it a hundred times for it to sink in. This is a key part of
framing: repetition strengthens frames.
Appeal to emotion
I can’t stress this enough. You must appeal to the emotion of your
audience. 98 percent of our thought is automatic and unconscious —
that is the emotive brain at work. If you don’t stir the emotions in your
audience your messaging won’t work. People will remember the way
they felt long after they have forgotten the facts.
Don’t overload your audience with numbers. The fewer the better.
Adapt
As circumstances change you will need to update your messages. You
will need different messages depending on whether you are talking
publicly or to a room of experts in a private setting. Experts may
expect more evidence and technical arguments. Give it to them. The
public’s expectations are different.
4. Practice
Once your messages have been tested and you know what works,
practice them. Don’t wing it.
5. Formats
Now that you have developed your messages you need a way to
organize them. There are many ways to do this. Sometimes a list of
three bullet points might work best. You may prefer to organize your
messages in a grid. Here are the formats I have used.
27/9/3
This is a format used in crisis communications but it’s a great way to
keep messages concise. 27 words, delivered in 9 seconds, no more
than 3 key points.
— How to use the 27/9/3 message grid and template