Communication strategy: key messages

The communication strategy should define the key messages to be shared. The formulation of the right message depends again on the objective of the communication, but also on the audience and the communication channel that is chosen. One does not communicate a message using the same words to nutrition researchers, to politicians, to decision makers or to donors.

Initial key messages about the NIPN function can be defined as part of the visibility and branding strategy, and then for each specific communication activity. The key messages will then be used consistently throughout the different communication tools: for instance a brief, a presentation, a press release, on the social medias, etc.

Though the exact formulation of a message is highly context-specific, it is important to stick to a number of basic principles which include:

  • Target the messages to the audience, but remain consistent across communication tools & audiences
  • Make sure that your core message is supported by evidence, be credible
  • Be concise, to-the-point and factual
  • Be positive and use active language
  • Keep it simple, use plain language and avoid jargon – be understood
  • Visualise your messages or illustrate with a concrete example
  • Focus on results rather than on activities
  • TELL A STORY because stories and experiences will be remembered, but facts and figures won’t
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