Key message as a basis for strategic communication

Abstract

The article has studied the essence and meaning of the key message as a component of the organization's strategic communication and defined the role of the key message in ensuring effective communication impact on its target audiences. It is noted that the process of strategic communication, like any organizational communication, involves the presence of such key elements as the sender and recipient, the message, and the channel through which it is transmitted from the sender to the recipient. But at the same time, this process is aimed at realizing the organizational mission and achieving strategic goals. The message is the key to achieving communication impact. Key messages create focus, control, and intensity of influence on the company's target audience. The development of key messages is the second most important block of a strategic communications plan, in addition to defining target audiences. Key messages define what needs to be said to each of the target audiences. They are the essence of what needs to be communicated, bearing in mind that effective communication is primarily related not to what is said or sent, but to how it is perceived by the recipient and what his actions are as a result. The broad ways of conveying key messages are written, visual, verbal, and non-verbal communication, as well as their various combinations. Key messages must be carefully planned and prepared so that they are credible and broadly applicable to the organization's goals. The main requirements for key messages are formulated and the main features of the process of their development are considered. Key messages should be concise, relevant, persuasive, accessible to the target audience, and consistent with the company's mission, values, and strategy. The process of developing a key message includes the following main stages: reviewing the organizational mission, strategy, goals, and objectives; definition of the target audience; formulation of the purpose of the message; determination of messaging needs; analysis of competitors' messages; identification of advantages that distinguish the company's offers from others; supporting claims with supporting details that differentiate the company and add credibility.