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Rockwood School District

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Key Messages

Key messages are the master narrative and essence of what Rockwood needs to communicate. They are bite-size summations that articulate what we do, what we stand for and what value we bring to the Rockwood school community.

Communication cannot always be controlled; key messages can. Messaging helps a school district do the following:

  • Prioritize and crystallize information.
  • Ensure consistency, continuity and accuracy.
  • Measure and track success.
  • Stay focused when speaking with media or our school community.

Careful attention needs to be paid to key messaging.

  • Concise: Optimally three key messages on one page; each statement only one to three sentences in length or less than 30 seconds when spoken.
  • Strategic: Define, differentiate and address benefits/value proposition.
  • Relevant: Balance what needs to be communicated with what the audience needs to know.
  • Compelling: Meaningful information designed to stimulate action.
  • Simple: Easy-to-understand language; avoid jargon and acronyms.
  • Memorable: Easy to recall and repeat; avoid run-on sentences.
  • Tailored: Effectively communicates with different target audiences, adapting language and depth of information.