Key messages are part of a strategic document that defines what a company wants to communicate about its purpose and performance. They serve as a guide for interviews, institutional materials, presentations, and even social media content, helping ensure clarity and consistency across communication channels and spokespersons.

When to use

– Press interviews

– Media training

– Releases and presentations

– Institutional campaigns

– Public statements

How to build

Map the audiences the company communicates with.

List strategic themes (such as identity, offerings, and commitments)

Write short and clear statements that reflect the company’s actual practices

Validate with business teams and review regularly