Structuring Key Messages: Tips for Effective Communication

When preparing key messages for media interviews, it is important to use a structured approach. One simple method is the 'PRESS' framework: start with a clear and succinct point, back it up with a reason, provide an example, and then emphasize the importance using a 'so what' or 'so why' statement. Other structures include Goldilocks (point, reason, reason, reason, point), past-present-future-point, and point-counterpoint. These structures help you stay focused, deliver key messages effectively, and control the narrative during interviews. Remember to rehearse possible questions, use plain English, and avoid taking the bait or getting flustered. Always have your key messages at hand and be prepared to provide credible and verifiable information to journalists.