Message Development

CommCore Message Path (CMP)

Storytelling, Messaging, Framing your Narrative are common words and phrases that describe the critical communications imperative of creating positive impressions and perceptions – or changing misperceptions -- about your company or organization.

The CommCore Message Path (CMP) is both a disciplined and creative approach to developing messages and sound bites that are remembered and quoted.

CMP produces messages for internal and external stakeholders that combine the most pertinent facts and data with stories, example and visual elements. The result is more than a series of messages; it is a logical, fact-supported narrative that provides context and content for proactive and reactive communications - whether it helps an organization get in front of an issue, set or reset context in an ongoing coverage, stem a crisis from happening or getting worse, change perceptions or introduce a position.

Where can you use messages? Speeches, interviews, social media campaigns, sales and marketing pitches, road shows and employee town halls.

We are true believers of “workshopping to goal.” Our expert facilitators conduct what clients often describe as an internal focus group for messages/positioning.

CMP defines and answers important questions like:

• What are your communications themes and objectives?
• What proofs do you have to support your messages?
• How will competitors/stakeholders/customers react to each message?
• How can you shape public perception on controversial issues?
• What statements and sound bites will be most memorable and persuasive to your key audiences?
• What type of testing and measurement will let me know the messages will resonate with key audiences and stakeholders?
  

The work product from the CMP includes:

• Message Map
• Strategic Message Matrix
• Executive Message Summary and Supporting Detail
• FAQ Document
• Short and long term Communications Plans