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Message Architecture Worksheet Template

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CarolineKealey
CarolineKealey

Connect with Caroline Kealey at Ingenium Communications: WEBSITE: http://www.ingeniumcommunications.com TWITTER: @CarolineKealey SUBSCRIBE to the Results Map Blog: http://www.resultsmap.com/category/blog/

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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.
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?                                                       ©2010 Ingenium Communications Inc.        Page | 2 

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Message Architecture Worksheet Template

  • 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?                                                       ©2010 Ingenium Communications Inc.        Page | 2