Messages that Matter
Key messages are the core of your communication activities. These messages open the door to meaningful communications with your audience, because they bridge what your audience already knows and where you are trying to take them. You have a story to tell—whether to educate, discuss, promote, or advocate. Within every story, key messages are those you want your audience to remember and react to. They are The Message, the essence. Within all your writing, materials, and content online or off, key messages keep your writing and materials on track with what you are trying to accomplish. These tools can help you understand and define key messages about your school board priorities, major district issues, and more. Most importantly, your National Connection toolkit provides sample key messages on the value of school boards and public education to make telling the national story easy and consistent.
Messages that Matter Toolbox
This Tool at Work
South Washington County Schools, Minnesota
Share Your Success: Contribute to the toolbox. Send us your examples and stories by emailing NationalConnection@nsba.org.
Messages that Matter Toolbox
Tipsheet: Creating Key Messages
Honing your messages to the essence, in language that resonates with stakeholders, and repeating them often: It’s a simple concept, but one that is often missed in the jargon-filled world of education. The National Connection Public Engagement Toolkit offers templates to help you clarify your messages on issues of importance to your school district.
Message Map Template
This template helps you think of different persuasive appeals that support your key message. Your main message is in the center of the window, surrounded by messages that appeal to the intellect (facts and logic), the impact and what’s at stake generally, and the personal impact through an anecdote or story.