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Creating effective key messages for your business’s PR and marketing

In the dynamic world of business communications, crafting impactful and compelling key messages is essential to convey your brand’s essence and value proposition.

Whether for public relations or marketing efforts, well-defined key messages serve as the foundation for coherent and persuasive communication. They can support your brand’s identity, amplify your product or service’s key benefits or proof points, and give a call to action to your target audiences.

Key message examples

What are key messages? In a nutshell, they’re the most important thing or things about your own brand’s identity.

Compelling key messages should be concise, and memorable and tell people what they need to know. They’re not the same as advertising slogans; although marketing consultants will use the key messaging as a foundation to develop words for adverts and other marketing material.

Some key message examples are:

  • Stay home. Protect the NHS. Save Lives.
  • The BBC is the world’s leading public service broadcaster.
  • Hovis has been baking bread from the finest ingredients for more than 130 years.
  • Bristol International Balloon Fiesta attracts over 100 hot air balloons and is witnessed by 500,000 followers over the four days of the event. The fiesta is a charity and remains free of charge to the public, in line with the ethos of how it was founded.

Developing key messages

It’s worth spending time to develop key messages. Choosing carefully-crafted words to communicate the essence of your brand to clients might take several attempts.

A good key message uses minimal jargon, defines your business values, differentiates you from competitors and will motivate action. Keep key messages concise, use brand vocabulary that suits the type of business you have, and include relevant proof point examples to illustrate to clients why they should choose you.

Ahead of this exercise, it’s worth conducting a review check and an analysis of existing social media mentions, to assess what customers already know and feel about your brand. You’ll then be able to develop a key message that addresses any gaps in their knowledge about your offering e.g. by focusing on an additional proof point or achievement.

Further key message examples:

  • Ryanair: We connect over 240 destinations in over 40 countries and offer the lowest fares in Europe.
  • British Airways: Connecting Britain with the world and the world with Britain.
  • PwC: Our purpose is to build trust in society and solve important problems. It is this focus which informs the services we provide and the decisions we make.

To ensure your key message resonates with your target audience, consider these five vital points.

1. Clarity and simplicity

Your key messages, and accompanying supporting messages, should be concise and easy to understand. Avoid jargon and complex terminology that might confuse or alienate your audience. Aim for clear language with a recognisable brand identity that instantly communicates your business’s unique selling points and innovative features.

While you should ensure consistency of key messaging across your communication strategy, flexible language might be appropriate depending your messaging needs. For example, social media stories might need a different tone of voice to deliver a key message than an investor brochure.

2. Relevance to audience

Tailor your key messages to address the specific needs and interests of your target audience. Understand the pain points and aspirations to create messages that resonate deeply, fostering a sense of connection.

Examples of this would be “Tena Women is here to help you stay protected, comfortable, and confident,” or “Clarks are experts in growing feet. And our children’s shoes are designed to fit perfectly, providing only the necessary support little feet need to grow and develop naturally.”

3. Consistency across channels

Ensure that your key messages are consistent across all communication channels, including external PR, social media and website content. This consistency reinforces your brand’s credibility and prevents confusion.

Moreover, there are SEO implications for a consistent brand strategy and message. For example, prospective clients may well search for the type of features your product offers or particular proof points they require, rather than for your company name. Part of your brand strategy should be for your key messages to be the answers to customers’ search engine results to drive more business.

4. Highlight differentiators

Showcase what sets your business apart from competitors (some competitive analysis will be vital here). Whether it’s innovation, quality, affordability or exceptional service, emphasise key benefits of these differentiators in your messages to give your audience a compelling reason to engage with your team.

As well as needing to sound convincing, you also need to have proof points back up any claims your key messages make. Use data and statistics to communicate meaningful information designed to give clients confidence that you’re a safe pair of hands. Key message examples include “Domestos products are the ultimate weapons in the war against germs, killing 99.9% of all germs, dead,” or “All Octopus Energy smart tariffs feature 100% renewable electricity and no exit fees.”

5. Emotionally compelling

Infuse emotion into your key message to evoke a strong response. Whether it’s excitement, trust or a sense of belonging, eliciting emotions helps forge a deeper connection between your brand and your customer. Avoid using the passive voice – “We are planting millions of trees” is more engaging than “Millions of trees will be planted” – and create memorable stories that demonstrate your values.

Consumers are often looking as much for a brand they feel good about buying from as they are for the right product. A useful proof point might be sharing examples of what your environmental strategy has achieved, or details of diversity and inclusion improvements in your team.

Compelling key messages are your brand strategy foundation

Crafting effective key messages and their supporting details requires a keen understanding of your core brand values and target audience. If your team can’t define what you do and why in a clear message, your clients won’t understand the benefits of choosing you.

By using the key message examples above as a starting point when you prepare key messages, you’ll be on your way to creating a key message that resonates, inspires, and drives your PR and marketing efforts to success.


If you’re looking for expert assistance to help get the most out of your messaging, get in contact here.