A Useful Pattern for Three Key Messages

The need for key messages — specifically three key messages —  is among the most widely accepted concepts in communications. Helping clients develop these messages is one of the most important tasks in public relations. That’s why discussion or development of key messages is an agenda item for every media, speech or general communications session I and my colleagues – and probably every other coach in the world – do.

And though plenty of very smart people I meet do not know about the value of three key messages, the concept is an easy sell.  It’s difficult to dispute the idea that audiences take away very little of what they hear – there is simply too much evidence for that.  And it’s easy to grasp how a few, clearly articulated and relevant points will help focus both the speaker and the audience.  In thousands of encounters with clients, I can’t think of a single instance of push back on this.

I do occasionally get questions like, “Why three messages?  Why not two — or one?”  That is to say, if it’s true that most listeners will forget most of what a speaker says within hours, then why not limit the number of messages as much as possible?  Wouldn’t one message be more effective?

No, not if the objective is to tell a story, which it is in most communications — certainly in an interview more substantial than passing on a single quote.  One key message, for example a tag line like “Just do it” or “You’re in good hands,” can create an image, but is not satisfying if repeated again and again.  Even two key points lacks development and finality.  Three key points is the smallest — and therefore the ideal — number on which to build a story.

And listeners love stories.  Telling a good story is the essence of effective communications.

It’s worth noting that recent science backs up the value of having a limited number of key messages,  concluding that our short-term memory can only hold from three to five points or chunks of information at once.  You can read an expert paper about the matter here.

A Useful Pattern

There are many ways to determine key messages.  One of the simplest is to ask, What is the most important thing I want my audience to remember?  Then, What is the second most important thing; then, What is the third?  That probably won’t give you a story line, but it’s a good start for honing in on what needs to be top of mind when developing and telling the story.

A useful three-part pattern – and the one I generally start with – is based on the classic “problem – solution” story line.  Essentially, the speaker gives the listener context in the form of a problem (or, if less negative, a situation), then proposes a reasonable solution to the problem (or way of dealing with the situation).  The third key message either adds additional detail about the solution or differentiates the solution from others or adds a motivational “call to action,” or some combination of all these.  As you can see, this is an accommodating pattern, notable because it requires thinking about narrative flow.

A number of high-tech companies I’ve worked with use this pattern naturally, given that they are in the business of solving problems for their customers.  So the first key message in a company’s new product press release (i.e., their story) will be about the customers’ problem, the second key message will outline their solution to the problem and the third key message will differentiate their solution from others in the market.   Works nicely.

As I say, this is not the only pattern for three key messages, but it is a good one.