WHAT’ S THE LASTING IMPRESSION?
If there was one thing you want people to remember about this initiative, what would it be ?
This doesn’t have to be written like a key message, but it should capture the essence of what you’re doing.
I first encountered the ‘lasting impression’ idea in communication plans a couple of years ago. I like it. It forces you to boil down what you’re doing to one or two sentences that the ‘average’ person could understand. It’s a t way to let the plan’s reader know, in simple terms, what’s going on.
That’s an important to remember throughout your plan. You’re writing this to help you plan an appropriate approach to this communication activity but you’re also writing it to help others understand (and approve of) what you’re planning. Bear that in mind throughout your plan.
As an added benefit of doing this, you’ll learn how to explain the gist of your initiative simply. This is an essential skill for communicators.