1. Key messages workshop

2. What are key messages and why do we need them? A succinct way of saying who we are as an organisation, reinforcing what we say and keeping consistency. They should always tie in with our brand and aims. They can be tailored to different audiences for advertising, speeches, web copy etc. They need to be short and memorable. They allow a standard vocabulary for communications.

3. How many do you need? Think of three critical points you want to deliver to your audience, making sure that they are: True Concise Memorable

4. What do we need to think about? Your audience – who do you want to reach? What do you want people to know? o What would you like them to say about you? o What would you like them to do? What can you say simply to connect with them? o Can you use stories to make your point? o Can you show evidence for your claims?

5. What should feed into the process? Strategic objectives:

6. What should feed into the process? Vision statement: “Leading the world in dance education and training, the Royal Academy of Dance will be recognised internationally for the highest standards of teaching and learning. As the professional membership body for dance teachers it will inspire and empower dance teachers and students, members, and staff to make innovative, artistic and lasting contributions to dance and dance education throughout the world.”

7. What should feed into the process? Mission statement: “The Royal Academy of Dance exists to promote and enhance knowledge, understanding and practice of dance internationally by educating and training teachers and students and by providing examinations to reward achievement, so preserving and extending the rich artistic and educational values of dance for future generations.”

8. What format should key messages take? Claim, Fact, Example Make a claim – a general statement/key message Add a fact that supports the claim - Proof points/evidence o Third-party endorsements o Facts Give an example o Words o pictures o Stories and anecdotes

9. Example 1 We are a specialist dance education provider with over 90 years’ experience. We offer internationally acclaimed undergraduate and postgraduate dance teaching qualifications We have a 100 per cent pass rate with our students, with all finding employment on graduation. Becomes: “We have over 90 years’ experience, offering internationally acclaimed dance teaching qualifications, with 100% of our graduates going straight into employment.”

10. The ‘Do it for yourself’ bit! For 20-30 minutes max, in pairs or groups: 1.Decide on three messages that you’d like to get across 2.Put them into the Claim, Fact, Example format 3.Test them out

11. Test your messages Are they memorable? Can you remember them without referring to notes? Test them out on other people – can they remember them?

12. Next steps Write up your draft key messages. Email them to Aiden to refine (within 10 days if possible) You’ll get your messages back as a document