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Messaging

The Four-Part Messaging Framework

Section titled “The Four-Part Messaging Framework”

Every effective internal message should address four key components that help people understand and respond appropriately, whether you’re announcing a policy change, launching a new initiative, or updating teams on a project’s progress.

  1. Context: Why This Matters

    Start by explaining why you’re communicating and what you’re trying to achieve. Help people understand the bigger picture and how this connects to WRI’s mission and goals.

    Example: “To better serve our mission of climate action, we’re strengthening our approach to…”

  2. Change: What’s Happening

    Describe what is changing, being launched, or happening. Be specific about what’s different from the current state and avoid jargon.

    Example: “Starting in January, all project reports will use the new template and approval process…”

  3. Impact: What This Means for You

    Explain the specific implications for each group, including key dates, milestones, or deadlines they should know about.

    Example: “For program staff, this means you’ll have a new dashboard to track project metrics. Regional offices will receive training materials by March 15…”

  4. Action: What You Need to Do

    End with specific next steps. Tell people exactly what you need them to do, by when, and where they can get help.

    Example: “Complete the online training module by February 28. Contact the Help Desk at [email] with technical questions or reach out to your manager about process questions.”

Making Your Messages Meaningful

Section titled “Making Your Messages Meaningful”

Focus on what you want people to think, feel, or do after receiving your communication. Every message should pass these four essential tests to ensure it truly serves your audience.

Does this connect to what people care about in their work?

Your message should clearly relate to something that matters to your audience’s daily responsibilities, career goals, or work challenges. If the connection isn’t obvious, explain it.

  • Link new information to current projects or priorities
  • Explain how this affects their specific role or department
  • Connect organizational changes to individual impact

Tailoring for Different Audiences

Section titled “Tailoring for Different Audiences”

The same core message may need different emphasis for different groups. Make sure your communication is framed correctly based on your target audience and their specific needs and concerns.

Focus on strategic rationale and resource implications

Leaders need to understand how this fits into the bigger picture and what it means for organizational priorities and resources.

  • Emphasize strategic alignment with WRI’s mission and goals
  • Include budget, timeline, and staffing considerations
  • Explain potential risks and mitigation strategies
  • Connect to organizational performance metrics and outcomes

Quick Messaging Checklist

Section titled “Quick Messaging Checklist”

This framework works for everything from brief email updates to comprehensive campaign messaging. Start with these four components, and your communications will be clearer, more complete, and more likely to drive the results you need.

  1. Context: Why This Matters

    • Explain why you’re communicating and what you’re trying to achieve
    • Connect this to WRI’s mission and organizational goals
    • Help people understand the bigger picture and strategic importance

  2. Change: What’s Happening

    • Describe what specifically is changing, being launched, or happening
    • Be specific about what’s different from the current state
    • Use clear, jargon-free language that everyone can understand

  3. Impact: What This Means for You

    • Explain specific implications for different teams and roles
    • Include key dates, milestones, and deadlines people need to know
    • Address anticipated concerns and questions proactively

  4. Action: What You Need to Do

    • Provide clear, specific next steps with concrete deadlines
    • Include contact information for questions and support
    • Make the required actions feel manageable and achievable

Advanced Messaging Considerations

Section titled “Advanced Messaging Considerations”

Once you’ve mastered the four-part framework, consider these additional factors to make your communications even more effective:

When you send matters as much as what you send

  • Plan around organizational rhythms: Avoid busy periods like budget season or major project deadlines
  • Consider global time zones: Schedule important announcements when most regions can respond
  • Sequence related messages: Space out connected communications to avoid overwhelming people
  • Allow processing time: Give people adequate time to understand before expecting action