10 tips on messaging

To communicate successfully, you need clear and focused messages. Well-considered wording about what your organisation wants to achieve also increases engagement among employees.

1. Prioritise boldly

Choose one core message that summarises what you want to achieve and use it as a common thread throughout your communication. Trying to say too much at once often leads to confusion.

2. Describe the societal benefit

Let your message explain how you contribute to society. Answer three questions: What is the societal problem? What is the solution? How do you contribute to that solution?

3. Start with the audience

Adopt an outside perspective when shaping your message. Explain why what you do matters to the public or to your target groups.

4. Be clear and simple

Formulate a straightforward and easy-to-understand message. It should be both easy to say and easy to remember.

5. Take a clear stand

Be willing to take a position in public debate. It is better for your message to engage some and challenge others than to leave everyone indifferent.

6. Test your wording

Refine your message by testing it in different contexts. Conduct practice interviews and record them to evaluate clarity and impact.

7. Anchor the message internally

Encourage employees to share feedback and suggestions. Broad involvement helps sharpen the wording and increases internal commitment.

8. Use examples

Support your message with clear examples, figures and facts. Being concrete strengthens credibility and makes your message easier to understand.

9. Develop supporting messages

Formulate a small number of supporting messages that clearly reinforce the core message. Tailor them to different parts of your organisation or to different societal issues.

10. Be consistent over time

Use every opportunity to repeat your message and stick with it over time, even when it starts to feel repetitive internally. Highlight your message consistently in interviews, press releases and opinion articles.