How To Create a Powerful Communications Statement

Communicating with your target audience is not always easy or straightforward, particularly for those with little media experience. One of the first things I focus on in media training is how to create a powerful communications statement. 


A communications statement consists of 2-4 sentences that clearly define your message. This statement is the core message you want your target audience to hear and remember. It creates meaning and headlines the issues you want to discuss. This statement allows you to control communications, enhance relationships with your target audiences, and is an important starting point for any PR campaign.


A common tendency for someone talking to the media about what they are offering is that they only describe the product itself. A target audience however, likely will not relate to that kind of message. They instead react better to messaging that gets to the heart of the benefits the product will provide them as individuals. 


Here’s a few quick tips for creating a powerful communications statement that will resonate and remain in the minds of your target audience.


What to consider when writing your communications statement?

Is it believable? – Make sure your statement is supported by evidence. False claims will come back to haunt you.

Is it easy to understand? – Make your language concise, professional, and to the point.

Is it positive? – Be positive and use active language. Get your audience excited.

Is it purposeful? – Make sure your statement represents your agenda appropriately and clearly.

Keep it simple

Remember your communications statement should be short and specific. Include core messages that you wish to portray and write simply but with enough interest to intrigue your reader. 

Targeted messaging 


Consider your target audiences. What do they need and want to hear from you? Do you have multiple target audiences? If so, ensure you tailor your target messages to each individual group.


Controlled communication

What we say is not always interpreted or heard by our audience in the same way.  Intent and reception don’t always align. Influencing the perceptions of other people takes careful consideration. A strategic communications statement puts you in control of the information that is ‘out there’ and allows you to influence your audience in the most effective way.


Review and refresh 

Always be aware that your statement is not evergreen. Everything changes over time so reviewing your key messages regularly is vital in making sure they are still relevant and reflect your core business messages. 


When creating your communications statement, think, are they relevant, positive, and consistent? If you can check all these boxes, you are on track to being identified as an expert in your field and a source of industry information! 


Want to uncover your communications statement together? Grab a spot in my VIP Intensive. In 4-5 hours, you work with KT Media to hone your message, identify targeted media outlets and craft a pitch. Allow me to bring my expertise to make sure your pitch stands out so you can get your message heard and experience big results. Click here to learn more and apply today: