Key Message
Core talking points an organization wants communicated consistently.
Definition
Key Messages are the essential talking points an organization wants communicated consistently across all channels and spokespeople. These concise statements convey critical information, positioning, and value propositions that should appear in all communications.
Effective key messages are memorable, repeatable, and tailored to target audiences while remaining consistent with overall brand messaging. They guide everything from press releases to interview responses.
Why It Matters
Key messages ensure consistent communication across multiple spokespeople, channels, and time periods. Consistency builds brand recognition and prevents conflicting statements that confuse audiences or create controversy.
During crises, key messages provide guardrails for responses, ensuring all representatives communicate the same facts, demonstrate appropriate concern, and outline consistent solutions regardless of how they're asked.
Examples in Practice
A tech company's key messages might include "We prioritize user privacy," "Our platform is easy to use," and "We're committed to innovation." These appear consistently in press releases, executive interviews, and marketing materials.
During a product recall, key messages might emphasize customer safety priority, specific actions taken, and how to get help - repeated consistently across all communications until the situation resolves.