Key Message

A key message is the controlled, repeatable statement a brand wants to appear in coverage, engineered to be quotable, on strategy and resistant to being edited down into something off message. Key messages are organized in a message house, a one-page framework with a central message, a few supporting pillars and the proof points beneath each, and they are delivered through talking points, the short pre-approved statements a spokesperson uses to stay on message across multiple interviews.

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