Key message training is all about making sure your business story is clear, consistent and credible.
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Clarity, consistency and confidence
in your business story
What makes your business different from your competitors? Do you have a set of clear and distinct messages – and are they consistently understood? Can you back up your claims? And, crucially, how confident are you that your senior leadership team can articulate those messages clearly to stakeholders, clients and employees?
These are critical questions to answer before launching a new website, proposition, marketing campaign – or pretty much anything.
At Midnight, we often see businesses eager to commission PR or thought leadership campaigns, only to discover that their leadership team has slightly different takes on what the “key messages” are. Or that the proposition itself is a little woolly. That’s where our Key Message Training comes in.
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”“Not only did everyone enjoy the day but they also learnt a huge amount and really built their confidence. The benefits have not just been about communicating externally but also gave the team the chance to learn how they can improve communications internally to their staff.”
Crown Worldwide
Quick answer
Our key message training brings absolute clarity to your business messages and gives your spokespeople the confidence to deliver them consistently. Through interactive workshops, leadership coaching and even mock press conferences, we help your team nail what to say, how to say it, and how to back it up with proof points.
The outcome is a unified leadership team that communicates with confidence, credibility and consistency.
What is key message training?
Key messages are the backbone of your communications. They shape how you’re perceived, what you’re remembered for, and how much trust you build with your audiences.
Our training helps you define, refine and stress-test those messages until they’re watertight. Then, we coach your leaders and spokespeople on how to deliver them authentically – whether that’s in the media, at a client meeting, on stage at an event or in internal communications.
Who it’s for
- Senior leadership teams preparing for launches, campaigns or investment rounds
- Businesses planning PR or thought leadership programmes
- Organisations with multiple spokespeople who need to stay “on message”
- Companies refreshing or refining their brand proposition
- Teams looking to strengthen consistency across external and internal communications
Results you can expect
- Absolute clarity and alignment on your core business messages
- Proof points that back up your claims with credibility
- Confident leaders and spokespeople who can deliver messages consistently
- Stronger PR and marketing campaigns built on solid foundations
- Improved stakeholder and investor confidence
- Long-term reputational strength thanks to clear, consistent communication
What to expect
(our process)
1. Pre-workshop preparation
We review your current messages, materials and communications to identify gaps and opportunities.
2. Interactive workshop
A half-day or full-day session tailored to your business, including:
- Review of current messages and proof points
- Break-out groups to help individuals adapt messages to their own style and role
- Coaching for senior leaders on confident delivery
3. Mock press conference
Your team is quizzed by PR professionals and ex-journalists to test how well the messages land under pressure.
4. Detailed feedback
Each participant receives individual notes on strengths and development points.
5. Optional follow-up
Half-day Media Training for one or two individuals who want to further refine their delivery skills.
Case study
Crown Worldwide
As part of our PR work with Crown Worldwide, we coached the team on messaging and positioning. We interviewed and prepped spokespeople and ran a mock press conference, giving them the confidence and skills to deliver their story effectively.
Certified B Corp
As a certified B Corp, we believe reputation should be built on trust and authenticity. Our key message training ensures your leaders communicate with clarity and confidence – strengthening your business and its positive impact.
The Midnight team celebrating after officially joining the B Corp community in 2024.
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Key message training FAQs
What’s the difference between key message training and media training?
Key message training is about defining, aligning and personalising your messages. Media training is about learning how to deliver those messages in interviews and on camera. Many clients choose to start with key message training and then follow up with media training.
Who should attend a key message workshop?
Typically, senior leadership teams and key spokespeople. We can also include managers or subject matter experts if they’re likely to speak externally or represent your business.
How long does it take?
Our workshops run as either half-day or full-day sessions, depending on your needs. We also include pre-workshop preparation and provide detailed follow-up feedback.
Do you provide a written messaging framework afterwards?
Yes. We can produce a concise messaging framework that captures your agreed key messages and proof points as a reference for future PR and marketing.
Is it suitable for virtual delivery?
Yes, we can adapt workshops for virtual delivery, though we very much recommend in-person sessions for maximum impact.
