key messages

Master Class: Key Message Driven Content

The Power is in the Proof

Written by Glenna Cross, ABC, MC, Master Class expert – Have you ever heard a company use a key message like “our customers come first” or “we pride ourselves in our sustainability practices” and (using your inside voice of course) snorted “Sure. I bet. I’d like to see proof of that!” I know I sure have…and still do.

Key messages used like that – alone, unproven, almost as a slogan – are not particularly meaningful, and can be downright negative if they stimulate a snort in response.

The magic of key messages is not in the messages themselves, it is in the proof points that support the message. If you want me to believe one of these “motherhood” key messages, you’d better be able to prove them with facts, evidence or statistics. For example, if you tell me that your “customers come first” you could prove that with customer satisfaction statistics, policies about easy product returns or even a series of believable testimonials. Or better yet, all of the above.

Learn more about the power of the proof during the Atlantic Communications Master Class series in St. John’s, Fredericton and Halifax. We’ll take a deep dive into the value of developing comprehensive and provable key messages using a recent case study. We’ll discuss the value of having key message themes, but the need to articulate the ideas through proof points. A full key messages deck (including the juicy proof points) for this project will be provided as a takeaway.


EARLY BIRD PRICING ends February 21, 2020 – grab your spot today!


What have others said about Glenna’s workshops?

“Great! Glenna is skilled and perceptive.”

“Very informative and practical takeaways.”

“Glenna is a great speaker, knowledgeable and great with questions.”

“Loved this workshop! Exactly what I needed to progress in my position. Thank you!”


More About the Atlantic Communications Master Class series…

Three city tour of half and full day workshops designed so you can build your own perfect combination of professional development, specifically for communicators.

Learn from experts in communications from across Canada; together our workshop leaders have 100+ years of experience in communications. You’ll benefit from their years of experience and knowledge, all while networking and learning from your peers. These workshops are designed to maximize your time and learning outcomes. Half day, full day or multiple days – build your own series of Master Classes that’s right for you, your budget and your organization. We’re sure you’ll be impressed by the level of learning, takeaways, interaction and inspiration from these Master Classes.