developing and using key messages. overview this session will cover how to: develop key messages...
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Developing and Using Key Messages
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Overview
This session will cover how to:
• Develop key messages• Tailor messaging for every situation• Test messages with targeted audiences• Deliver your messages
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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
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The Importance of Key Messages
• Prepared messages help you remain consistent and organized when speaking with 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.”
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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.”
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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.”
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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.
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• 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.
Tailoring your Key Messages
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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
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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.
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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.
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Box 7.2, pg. 127
Delivering Key Messages
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“This trial will break new ground in the field. For example…”
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.
“That’s not my area of expertise, but I think your audience would be interested in knowing that…”
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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
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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.