A key message is a concise, punchy statement that sums up the main idea or gist of a communication, marketing campaign, speech or communications strategy. This message is designed to capture the audience’s attention and clearly convey what the company, organization or speaker wants the audience to remember.
Characteristics of a good key message :
- Clarity: It must be simple and easy to understand.
- Relevance: It must be relevant to the target audience and aligned with their concerns or interests.
- Conciseness: Keep it short and to the point.
- Impact: It must be memorable and striking, often by evoking an emotion or proposing a solution to a problem.
- Consistency: It must be consistent with the company’s brand image and other communications.
Example of a key message:
For a road safety awareness campaign, a key message might be: “Fasten your seatbelt, your life is precious.” This message conveys an essential idea in a direct way, and aims to encourage a specific behavior (buckling up) while emphasizing the importance of personal safety.
Key messages are often used in strategic communications, public relations and marketing to ensure that important points are communicated effectively and consistently across different channels.
