What is message development?

Words matter.

Whether speaking to the media, using social media, creating a presentation or working on internal communication, you need compelling messages that cut through the noise and engage your target audience.

That can all feel a bit overwhelming.

How do you know what makes a good message? How do you know your message will drive desired outcomes? How can you ensure your message will resonate?

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What is message development?

Before we answer those questions and look at some critical factors in developing key messages for your target audience, let's explore what we mean by message development.

Sometimes, message development is wrongly thought of as a way of crafting fancy slogans and taglines.

But there is much more to it than that.

Message development is the process of creating key messages that resonate with the target audience and deliver the right impact.

That could include anything from developing positive external messages, perhaps about a new product or service, to managing a complex internal challenge, such as announcing redundancies or large restructuring projects.

Message development can also ensure an organisation effectively communicates and protects its reputation when a crisis strikes.

It can create corporate narratives that ensure everyone in your organisation tells the same story, whether speaking to the media, customers and clients, stakeholders, drafting press releases, writing for websites or creating social media posts.

In short, it is about finding the right words for different situations and formats - a crucial tool in the strategic communications box. Some might say it is the most important tool.

So, what is message development training?

The simple answer is that it is about helping organisations find those right words.

And for us, like a lot of effective communication, the process has journalists at its heart. Not focus groups.

We believe there is no one better to develop and refine effective messages.

They are communication experts. They know the factors that make brand messages grab the attention of target audiences and give them credibility.

And they instinctively understand the language and examples that support messaging and make it memorable. They craft stories and messages every day.

So, for our courses, we spend time getting to know you, understanding your needs, clarifying objectives, aims and challenges and understanding what you want to say.

And then we put you in the hands of the communication experts.

A course could include members from your media or comms team, product experts and marketeers. It could also include members of your senior leadership team.

Our journalist trainers will facilitate the conversation between all of you and work with you to first identify your key messages and then test them during a mock media interview, pitch or presentation.

We’ll then review and adapt the messages and try again. Working iteratively until we are all happy that we have the best possible message for each audience.

Who is message development for?

Message development is for any brand or organisation wanting to explain more distinctly what they do, its benefits, and the impact of changes it wants to make to stakeholders, customers and employees.

It helps companies define and develop their narrative, better tell their story, build a consistent brand identity and influence debate.

What makes good messages?

Well, to answer that, we thought we would share some key factors, tips, techniques and strategy from our message development and training courses.

These are elements we use when developing messages that will be shared through the media.

But they typically work with other audiences as well.

Keep it simple

If you want people to remember your message, keep it concise and simple.

It needs to be a sentence of fewer than 20 words, contain simple language – no corporate-speak or jargon - and take around 15 seconds to deliver verbally.

Anything longer or containing complex language will be too difficult for people to recall.

This can be a significant communication stumbling block, particularly when you want to create messages on complicated issues like sustainability or new technology.

But if your messages are going to achieve your strategy goals, people must be able to understand what you want to say.

Key message (not key messages)

You will often hear people talk about the importance of three key messages.

But it's not the strategy for us.

We don’t subscribe to the view that three is the magic number for good message development.

Why? Because it is too many for people to take in.

During our training, we teach people to focus on establishing one message.

Clear call to action

An essential part of message development is ensuring you are clear on what you want your target audience to do when they hear or see your message.

Do you want to persuade them of your point of view? Motivate them into taking some form of action or doing something differently?

Maybe you want messaging to raise awareness of a product, initiative or campaign.

Whatever the aim, make it clear.

Stories and examples

Messages alone - no matter how carefully created - will not work.

Messaging needs the support of stories and examples.

Stories make the message relevant to your audience and bring it to life. They give people a reason to care.

They trigger emotional responses, appeal to the heart, build trust, add context, create connections and cut through the noise.

And the best stories are human ones. People are naturally curious and want to hear stories about other people.

Repeat

For a message to resonate and feel relevant to your audience, you must stick with it and repeat it.

Don't spend time creating a clear message and only use it once.

Repetition strengthens the message.

But tread carefully.

Don't fall into the trap of using the same language. That sounds robotic and will not maintain the interest of your audience.

Own words

Consistent messages are crucial.

But, no matter how good your message development process is, you don't need to repeat messages verbatim.

If you are looking to communicate your message through media interviews, authentic delivery is essential.

Let spokespeople adapt your messages to how they speak and translate messages into their words.

It will make the message sound natural and realistic.

This is why we believe that product experts should be in the room with the comms team when they are developing and testing new messages.

Negatives

Creating clear messaging also includes considering the negatives that could undermine its effectiveness.

It is a crucial part of the message development process.

What pushbacks could your message face?

Maybe your message is about being carbon neutral by 2050. Sounds positive.

But, if you are a company heavily reliant on fossil fuels, for example, there will be massive pushbacks and credibility questions about whether you can reach that target and whether you should be doing more sooner.

If you want to enter a debate about a topical issue, what backlash could you face? What would you say to those with opposing views?

When looking to get your message across in a media interview, you must consider the negative questions that could take focus away from it.

What awkward and uncomfortable questions might you face about your new product, service or campaign? If you are announcing redundancies, could senior leader pay be brought into the conversation?

What else is in the news that you may get asked to comment on?

Test effectiveness

You might feel confident you have created compelling messages.

But how sure are you it will work?

Is it clear and concise? Does it persuade? Will it resonate? Is it engaging?

Different messages work for different audiences.

We believe journalists, with their understanding of how different audiences work, are perfectly placed to vigorously test and refine a message and identify any gaps before it goes out to a wider audience.

Need a hand with your messaging?

Our message development and testing is a ‘must-have’ for any organisation wanting to develop new messages or refine existing ones.

We have been helping our clients develop their messages and overcome communication challenges for the past 40 years.

Whether you have a new product you are about to launch, have made a crucial scientific discovery, want to shape debate or are making news for negative reasons, we’ll help you find the words that persuade, compel and influence.

Media First are media and communications training specialists with nearly 40 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers. 

Click here to find out more about our message development and testing training.

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