The document outlines a message architecture worksheet designed to help organizations define their communication objectives and core messages for specific audiences. It emphasizes the importance of clarity, simplicity, and coherence in messaging while considering audience relevance and existing effective messaging sources. Additionally, it provides a checklist for ensuring that supporting messages are compelling and effective both individually and collectively.

1. Message Architecture Worksheet
COMMUNICATIONS OBJECTIVES
What do you want to impart to your audiences? What is the essential information/content/emotion/tone?
AUDIENCES RELEVANCE/RESONANCE
What is of particular relevance/resonance for these audiences? What
Who are the key audiences for the message?
matters to them?
1. 1.
2. 2.
3. 3.
MESSAGE FOUNDATIONS
Are there existing sources of effective messaging that can be used to build the message architecture, to ensure that material is consistent and
sound?
Strategic Plan
Program/Policy Documents
Existing Communications Collateral
Media or External Material
©2010 Ingenium Communications Inc.

2. Message Architecture Worksheet (cont’d)
BUILDING A MESSAGE ARCHITECTURE
Core Message
Focus on positioning the value of the subject matter to the key audiences succinctly and simply.
Supporting Messages by Audience or Theme
CHECKLIST
Is the Messaging…
Clear
Is it simple to understand?
Compelling
Coherent
Do all the messages make sense and communicate effectively both alone and as a set?
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