Message Development

Messages matter, but they are not all created equal. When considering message development,it’s temping to choose words we like or terms that move us personally, but they can backfire. Some of these words cue up negative frames for their audiences and actually undermine the intended impact.

We prefer a research-based method to message development. We never substitute our ears for those of our target audiences. We help develop user-friendly and action-oriented messages that are believable – because they are true – and persuade with both fact and emotion.

Our process of developing messages starts by carefully examining public opinion and how issues are being framed by the media and other communicators. Working closely with our expert research partners, we create alternative messages and narratives and rigorously test them for their impact. We engage our clients in the process so they can contribute and see first-hand how various audiences react. In addition to media analysis, our message development process is often informed by individual interviews, focus groups and survey research.

We’ve been fortunate to work with clients on major message development initiatives that have led to advances in their fields, including in:

• Arts Education
• Community Colleges
• Education and Youth Development
• Health
• Higher Education
• International Development
• Foundations
• Progressive Religions
• Workforce and Economic Development