At TeleChoice, we developed a tool that we regularly used when working with clients on how to talk about their innovation. We called it the “Messaging Pyramid." It creates a clear and structured but adaptable way to communicate their core message to any audience. Many clients used the Messaging Pyramid to structure their integrated communications strategy, to design their websites and marketing collateral, to develop advertising campaigns, to write press releases, to craft speaking notes for conference keynotes, and for many other opportunities to tell their story.

The Messaging Pyramid closely parallels the Purpose Pyramid, but with a different intended use. The top level message in the Messaging Pyramid should closely reflect your Purpose, but in language that is aligned with the audience and their perspectives. The three second level messages are also strongly aligned with the Pillars in your Purpose Pyramid -- the fundamental truths about your organization that make the top level statement credible. However, the nine bottom level messages in the Messaging Pyramid are where you are likely to deviate the most from the Plans layer in the Purpose Pyramid. While the Plans level of the Purpose Pyramid often captures current activities that are strengthening the foundation for the Pillars, the bottom level of the Messaging Pyramid includes historical and current proof points that will convince the specific audience (given their cares) that the second level and top level messages are true and reliable, so the Plans become Proof.

Tools for creating a Messaging Pyramid coming soon!