Message Development

Developing an effective message is an essential first step in any communications effort. But when it comes to creating messages (or talking points, as they are sometimes called), even the smartest, most dedicated advocates can be tripped up in trying to communicate what they know. The problem is, they know too much.

All too often, advocates talk about policy proposals and legal procedures, using jargon and arcane references, when the audience just wants to know why they should care. If the public can’t connect to a human element or value in your comments, they will flip the channel or turn the page. In today’s world of 10-second soundbytes, you may not get another chance to get your point across.

The next time you watch a compelling interview on television or find yourself forwarding a great quote from a news article, be aware that you are responding to someone who knows how to craft and deliver a message. Chances are that didn’t happen by accident.

Emily Whitfield has conducted countless message development workshops with professional social justice advocates and activists in a wide range of fields. Using tools and techniques developed by top media trainers, she helps advocates to articulate the core values behind their work and identify the words and concepts that will ensure that their message is heard.