Developing and Using Key Messages

1. Developing and Using Key Messages

2. Overview • This session will cover how to: • Develop key messages • Tailor messaging for every situation • Test messages with targeted audiences • Deliver your messages

3. What are Key Messages? • Key messages explain your study or research in simple, clear language that spurs interest in your work. • They should be: • Concise • Easy to understand • Focused • Relevant • Nonjudgmental

4. The Importance of Key Messages • Prepared messages help you remain consistent and organized when speakingwith the media and stakeholders. • Simple, well-developed messages will resonate with non-scientific audiences. • A message framed in terms of study benefits is often helpful: “Our study is testing whether doctors in remote regions can safely use a simpler, less-expensive blood test to monitor the well-being of patients who are taking potent anti-HIV drugs. If so, we could ensure that more people have access to these life-saving drugs.”

5. Developing Key Messages • What do you need to communicate? • Why are you conducting a study? Who might benefit? • What questions or concerns will your audience have? • How is your study unique? • What are the three or four most important points you want to convey to your audiences? • Create short sentences free of jargon. • Use active voice rather than passive voice. • “We are conducting a research study to see if taking a pill every day can safely protect women against HIV infection.”

6. Creating Supporting Messages • Each key message should have a list of supporting messages. • Supporting messages can use facts and examples to reinforce the principle messages. Sophistication and detail will vary by audience. • Key Message: • “We are conducting a study to see if taking a pill every day can safely protect women against HIV infection.” • Supporting Message: • “The pill, called oral tenofovir or TDF, is currently being used to treat people already infected with HIV.”

7. Tailoring your Key Messages • Each audience should receive the message in the form that will best resonate with its members. • Policy implications for policymakers • Big picture for lay audiences • Your language should match your audience. • Locally relevant analogies can help audiences relate to your messages. • Provide the level of detail suited to your audience’s needs. Continued on next slide

8. Tailoring your Key Messages • Follow a three-step process to produce messages that address situations that arise during a study. • Identify the situation. • State clearly how you are addressing the situation. • Actively demonstrate your concern. • Provide information about future impact. • Active listening is imperative to tailor your messages. • Take seriously news and rumors from religious leaders, community members and advocates.

9. Organize Your Messages • It can be useful to organize your messages in a table or grid. • A graphic can guide users through the logic of the messages and provide an easy, one-page reference. Figure 7.2

10. Test your Messages • Read your message out loud. Does it sound conversational? Is your language simple? • Test your messages with members of the intended audience and with staff who work closely with that audience.

11. Delivering Key Messages • Base your communications strategy on your key messages. Incorporate them into communications tools. • Reinforce messages with study staff. • Update your message to reflect changes in your study. • Share your messages with colleagues who are conducting or supporting similar research. Continued on next slide

12. Delivering Key Messages Box 7.2, pg. 127

13. Message “Bridging” • Bridging: Using a phrase that moves the direction of the interview into your territory. • Acknowledge the question. • Then switch, or “bridge,” to your message. “This trial will break new ground in the field. For example…” • “That’s not my area of expertise, but I think your audience would be interested in knowing that…”

14. Be Prepared • “Preparation is everything in communication. Know your audience. Decide what you want to say and what you want to ask before you begin communicating at any level – on a conference call, at the podium, or in media interviews. Simpler is better.” • Ward Cates, Distinguished Scientist and President Emeritus, FHI 360

15. Summary • Key messages are short, simple statements that convey the main points you want people to remember. • Effective messages are tailored, refined and tested to ensure they respond to the needs and concerns of different audiences. • Your key messages provide the building blocks for your materials and communications activities throughout your study.

16. For More Information • publications@fhi360.org