Message Development
In a crowded information marketplace, it’s vital to convey ideas clearly and effectively to your audiences. At Orangefiery, we specialize in message development that stands out and resonates with target audiences to inform, persuade and drive change.
The art and science of message development
Message development is the foundation of any effective communications strategy. It involves distilling complex ideas into clear, concise and compelling statements that convey your organizational goals and resonate with your stakeholders.
Remember, what you say is not always what stakeholders hear. Messaging is a complex phenomenon involving a messenger, a message, a channel and a recipient. Each of these elements represents an opportunity to make a message more effective—or less. Starting with a message framework that summarizes key concepts succinctly and clearly helps communications professionals optimize message delivery.
Why is message development important?
There are several benefits of prioritizing message development as a foundational exercise for any communications effort:
1. Consistency across channels: ensuring your organization speaks with one voice across all platforms and touchpoints
2. Stakeholder alignment: creating messages that resonate with multiple stakeholders, tailored to their specific needs but anchored in the overall message you aim to convey
3. Crisis preparedness: developing an adaptable message framework that can serve as a starting point for any fast-paced crisis or issues management situation
4. Brand activation: strengthening your brand communications through consistent, well-crafted messaging
5. Support for strategic initiatives: ensuring all business efforts, internal and external, are supported by clear, persuasive messaging.
The Orangefiery approach to message development
Insights generation
A strong message begins with the audience in mind. For a message development process, this means we start with insights on the stakeholders with whom we’re trying to communicate. These insights should capture both the rational and emotional profiles of audiences. Therefore, we use a ‘think, feel, do’ framework.
Next, we develop a strong understanding of the topic about which your organization is trying to communicate, as well as the broader context of the issue. Seeing what competitors, activists and employees are saying about a topic allows us to identify areas where messaging should be consistent with what others are saying, and areas where it should be distinctive.
Message workshop
From that point, we will bring a group of internal experts from your organization together to develop a message framework in a workshop. We will test the insights we’ve gathered on the marketplace and audiences to ensure the team is aligned. Then we will roll up our sleeves and work on key message themes as a group. In this stage, we’ll identify what are the ‘must-haves’ of messaging and what are the ‘nice to haves.’ We may also discuss key terminology and statements that we want to avoid saying to avoid misunderstandings or confusion.
The result will be a message framework that includes:
- Core message pillars
- Key messages for different audiences
- Proof points that support the key messages
- A lexicon (as needed)
- Tone of voice guidance and guidance on message protocols
Next, we develop a strong understanding of the topic about which your organization is trying to communicate, as well as the broader context of the issue. Seeing what competitors, activists and employees are saying about a topic allows us to identify areas where messaging should be consistent with what others are saying, and areas where it should be distinctive.
Message testing and refinement
We believe in the power of evidence-based messaging. Given that, we use messaging testing to ensure its effectiveness. A number of research methodologies can provide helpful feedback to our message development process, including:
- Focus group feedback
- Stakeholder interviews
- Quantitative surveys
- A/B message testing
Message playbook
We will produce a practical toolkit as part of the message development process that includes:
- Introduction on why messaging is important
- Key messages
- Q&A
- Lexicon
- Instructions on use
Message training
Once key messages are finalized, it’s important that anyone using them has hands-on practice in delivering them effectively. In fact, a substantial portion of message effectiveness relies on non-verbal communication cues, as well as tone of voice and delivery. We will develop training materials and conduct workshops or one-on-one coaching sessions to ensure your spokespersons excel at message delivery.
Why choose Orangefiery for message development?
- Strategic rigor: Our approach combines an analytical, insight-driven approach with real-world communications experience and expertise
- Creative excellence: We craft messages that are not just strategically sound but are memorable and compelling from a creative standpoint
- Data-driven: We will back our approach with robust research and testing
- Cross-industry expertise: Our message development team has insights and best practices from multiple industries and experiences
- Activation mindset: We don’t just deliver a set of recommended messages, we provide the tools and support to ensure excellent execution
In a world where attention is a scarce resource, let Orangefiery help you develop messages that win minds and inspire action. Contact us today to learn how our message development expertise can elevate your communications strategy.
