Once key messages have been established you need to ensure they are communicated effectively.
Refining messages involves hearing them expressed and putting them to the test of questioning.
While it is important to make messages consistent it is also necessary for each spokesperson to express them individually - personally. The words must be delivered with absolute commitment to convince those listening.
It is never good enough to learn a carefully honed statement and deliver it. You must believe in it and be able to convey that belief to your audience.
Message refinement can mean making changes because messages are often established by committee and tested against people who are too close to the issue.
By filming and playing back the messages Richard Phillips helps clients recognise their strengths and weaknesses and works with them to perfect the end results.
The key objectives: To put your messages through vigorous questioning and investigation until you are confident to present them to the outside world.