Build a Messaging Matrix in 6 Steps
Have you ever wanted to explain your brand strategy in a way that resonates with different customer groups? Or provide much-needed information to your employees? Perhaps you’re looking to deliver reassuring, well-constructed messages to your investors? If the answer is “yes” to any of these questions, your company could greatly benefit from a messaging matrix.
A messaging matrix serves as the backbone of your corporate communications, helping you find the right messages for your key audiences. Think of it as solving a thousand-piece puzzle. In this guide, we’ll walk you through the step-by-step process to build a scientifically sound messaging matrix.
Step 1: Identify Your Stakeholders – Build a Messaging Matrix in 6 Steps
Your first task to building a messaging matrix is to identify your stakeholders—anyone who can impact or be impacted by your brand. Start by categorising them into four groups: Commercial, Organisational, Community & Influencers, and Collaborators.
Watch Video 1 on YouTube to dive deeper into how to map out your stakeholders effectively.
Step 2: Define Your Stakeholders
Once you’ve identified your stakeholders, it’s time to humanise them by creating personas. Personas help you understand shared pain points, goals, and desires, allowing you to craft more relevant messages.
Check out Video 2 on YouTube to learn the best practices for defining your stakeholder personas.
Step 3: Identify Stakeholder Questions
Dr. Vincent T. Covello, a risk communication expert, says that you can predict 95% of the questions your stakeholders will ask. Use research, media analysis, and historical feedback to compile a list of predictable questions. This process is critical to addressing stakeholder concerns.
Watch Video 3 on YouTube to see how to identify and prioritize stakeholder questions.
Step 4: Develop Key Messages
Now that you know the questions, it’s time to craft your messages. Keep in mind that people under stress can only process three key messages at a time. Your messages should be concise, clear, and tailored to each audience, adhering to the Rule of 3 and Rule of 27/9/3 (27 words per message, delivered in under 9 seconds, with a maximum of 3 messages).
For insights on how to structure your messaging, watch Video 4 on YouTube.
Step 5: Build the Messaging Matrix
Now it’s time to put everything together. For each key stakeholder, list their primary concerns, three key messages, and supporting proof points. Your messaging matrix should be clear and easy to use for multiple team members.
Watch Video 5 on YouTube for a practical tutorial on building your messaging matrix.
Step 6: Deliver Your Messages Effectively
Having a messaging matrix is just the beginning. Delivery is key. Aristotle believed that persuasion requires three elements: a credible speaker (ethos), an emotion-stirring speech (pathos), and logically-sound arguments (logos). Your spokesperson must embody empathy, honesty, and commitment for your messages to truly resonate.
Learn how to deliver your messages powerfully in Video 6 on YouTube.
Final Thoughts: Creating a messaging matrix is essential for clear, persuasive communication.
To recap:
- Identify and categorise your stakeholders.
- Define each stakeholder with personas.
- Predict their questions.
- Develop concise key messages.
- Build your messaging matrix with proof points.
- Ensure your team knows how to deliver these messages effectively.
We hope this guide helps you create a messaging matrix that enhances your brand’s communication.
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