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.