Key messages and message integrity as concepts and metrics in communication evaluation

Purpose - The purpose of this paper is to introduce the concepts of key messages and key message integrity, and examines their viability for communication management scholars and practitioners in evaluating media relations activities. Key message integrity addresses not only what messages transfer, but also how well. Design/methodology/approach - The authors analyzed 18 nonprofit organizations' key messages and the messages' integrity levels using content analysis on one month of their news coverage. In-depth interviews with eight of their media relations practitioners helped validate the concepts and the results. Findings - The authors found five unique categories and functions of key messages: information concerned with dissemination, raison detre concerned with purpose, categories concerned with positioning, resource management concerned with accounting for resources, and social relevance concerned with legitimacy. Findings also revealed varying levels of transmission and message integrity across the categories. Interviews revealed insights into challenges for communicating organizational key messages to the news media. Originality/value - This study lays the foundation for additional research on key messages and key message integrity as useful metrics for communication management scholars and practitioners.