Placing a Message

What does Placing a Message mean?

“Placing a message” refers to the deliberate insertion of your own key statement into a conversation or interview. Instead of merely reacting to questions, you actively introduce the central message that is meant to stick.

Placing a Message in Detail

In interviews and conversations, the questioner often determines the direction. Those who place a message turn this relationship around: they use opportunities to proactively introduce their own key statement – regardless of whether the question aims at it directly. The basis is a clearly defined key message formulated in advance. Techniques such as bridging (steering from the question to the message) help to set the message elegantly and without evading. The right dosing is important: those who repeat their message several times but naturally increase the chance that it is quoted and reaches the audience. Repeating it too clumsily or constantly, by contrast, seems put on. Placing a message is one of the core competences in media training.

In practice, placing a message is a balancing act between consistency and naturalness: those who repeat their key statement too obviously or too often come across like a billboard and lose credibility; those who do not place it at all get lost in the reporting. It is proven practice to tie the message to genuine points of contact in the question and to offer it in different wordings. Prepared bridges and one to three clearly prioritized key messages help. Backing up is also important: a message sticks better when it is connected with an example, a figure, or a vivid story, rather than standing as a mere assertion.

How do you place a message?

You actively anchor the prepared key message in the conversation: questions are used as an opportunity to steer toward your own statement. Repetition, conciseness, and good timing ensure that the message sticks – without seeming put on.

Placing a Message – Examples in Practice

A spokesperson steers every second answer back to her central innovation message. A CEO uses a general question to set their key statement on strategy. An expert repeats her key figure concisely so that it is quoted.

Placing a Message: Key Features at a Glance

• Active: introduce your own statement instead of only reacting
• Basis: a clearly defined key message
• Technique: bridging as a transition
• Dosing: repeat naturally, not clumsily
• Aim: the message sticks and is quoted

Related Terms

• Message Placement
• Key Message
• Bridging
• Topic Placement
• Agenda-Setting

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Placing a Message: Frequently Asked Questions

What does “placing a message” mean?

The deliberate, active insertion of your own key statement into a conversation or interview – instead of merely reacting to questions.

How do I place my message in an interview?

With a clearly prepared key message and the bridging technique: you steer from the question to your statement and repeat it concisely and naturally.

How often should you repeat a message?

Several times, but in measured doses. Concise, natural repetition increases the effect; constant, clumsy repetition seems put on.

Is placing a message the same as evading?

No. Evading ignores the question. Placing takes up the question and steers elegantly toward your own, relevant message.