Answer three questions to land your message

These open-ended questions allow the interviewee to do the talking, give viewers the big picture…and never fail.

This is a lesson all comms people can use to our advantage. Whether it’s media relations, employee communications, or creating a messaging house for your new brand strategy.

Think of three – no more! – clear messages you need to land by answering these questions:

The onslaught of negativity needs a buffer. A light in the shade.

A heavy dose of positivity and joy is vital in delivering your next brand campaign… and will generate greater cut-through for external engagement and employee engagement.

This might be your brand purpose; the thing that motivated you to do what you’re about to do. It’s your ‘why’ with relevance. If you’re a challenger bank, it could be: “We believe in equal access to financial services but at the moment the poorest in society feel locked out.”

This is what is setting you apart from others. Whether that’s a new point of view, a brand engagement campaign to make employees feel valued, or launch of a new product. “That’s why we have become the first bank to launch a new account for people on low incomes, with zero charges.”

This should frame your call to action and ambition. “We want to help a million people get a bank account with zero charges and will be launching a number of new initiatives over the year to help the most financially-vulnerable in society.”

Underneath these points, keep all of your proof points, data and more.

You might be prepping the CEO for a brand video, or an appearance the Today programme. You could be needing to cut through corporate or political confusion to land your vision in a more compelling way, whether that’s for external engagement or internal engagement.

Whatever your challenge, it works. Give it a try.