The development of key messages is one of the crucial elements
of our work: They define what is to be marketed – the “product”.
With investor relations this is the company itself, and the main
statements are summarised in an “Investment Case”. In
financial marketing it is, for example, a mutual fund and its “Unique
Selling Proposition”. An important aspect of marketing success
is measured by how these messages are received by the target audience.
Key messages are closely tied to the client’s strategy. They are agreed with senior management and become a binding internal reference for communication. Documentation is best done in a fact book, which can then form the basis for other support material, such as corporate presentations and press releases.
Thus, the information signed off for “public use” is better utilised. And: Proper co-ordination of all communication is ensured at the same time.