3.

DEVELOPING KEY MESSAGES

KEY

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Key Message Development Model

Key messages are a central part of your communications toolkit and are broadly categorised as:
-

Company
Opportunity, and
Personal.

Key messages are short, pithy statements based on the integrity of your brand and which essentially
reflect or articulate the core business, its products and services (company key messages); the companys
position on various issues and events (opportunity/incident), and underscored by your values
(personal).
When used consistently in your communications, effective key messages help crystallise thought and
opinion about your brand, your organisation, your industry and your stakeholders.
Woven together, key messages also build a complete narrative (such as your Company General Positioning
Statement) and can be used together or in isolation across your marketing collateral and channels (e.g.
brochures or your websites About the Company page).
You should also use your key messages in interviews with journalists and bloggers, whether for print or
spoken word, digital or broadcast.
The following S.T.A.R. message development template will help you create a controllable interview
agenda and messages that are memorable long after the interview is finished. (Note: this is explained in
further detail in the consulting session as part of your kit contents).

Mossman Media Key Message Development template Copyright 2015 Mossman Media simon@mossmanmedia.com

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Key Message Development Model

Answer these
questions / follow
these steps

In this field, delete this text below then input your own content

S = Statement or state - What is the primary point or statement you are making?E.g.
We firmly believe the global population is growing too big, too fast and there is not enough
arable land to feed the
world.
(Note the use of the word we instantly personalising your message)

T = Testimony or testament heres where you include a proof point that underpins your primary
statement.
E.g.
Last year, the worlds population exceeded the 8 billion mark and the UN predicts this will
double by 2020,
outpacing food production globally.

A = Action explain for your audience in more detail what this means for your audience, what
happened, what the (positive) outcome was - or - what action is now required (or your call-toaction to your audience) on the back of your primary statement.
E.g.
As the only sustainable food technology manufacturer in Australia, our R&D program will
lead to new production
processes being created to help feed the world so it is critical the
governments research grants are not scrapped in
the federal budget.

R = reinforce (or review) bring your message back full circle by reinforcing your primary statement.
R = result - alternatively, tell your audience the result of the action taken to support your primary
statement.
E.g.
Only by developing new sustainable food production technologies can we keep pace with the
population boom and
help to feed the world.

Mossman Media Key Message Development template Copyright 2015 Mossman Media simon@mossmanmedia.com

TEMPLATE:

Key Message Development Model

This page is intentionally blank (more space for you to craft some sharp key messages)

Mossman Media Key Message Development template Copyright 2015 Mossman Media simon@mossmanmedia.com