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Homework Handout 1: What Is a Central Message?

Directions. Read this page, and then complete the task at the end.

Central messages. The central message of your presentation is the guiding claim (or set of claims) you seek to communicate to the audience. For example:

In order to compete with low-cost airlines, we recommend that Fancy Airlines focus on advertising its brand image as the industry leader in on-time flight arrivals, and retain its commitment to high-quality and reliable service in the form of spacious seating, generous luggage allowances, and complimentary entertainment. Rather than pivot to a cost leadership strategy, Fancy Airlines should undertake a differentiated broad market approach designed to attract more business travelers and low-cost airline customers fed up with hidden fees and poor service.

Note that the above central message asserts a debatable claim supported by specific evidence, thereby overviewing the presentations main ideas.

The central message above contains specific evidence in support of its debatable claim. That evidence is:

• Fancy Airlines is the industry leader in on-time flight arrivals
• Fancy Airlines provides high quality, reliable flight experiences
• Business travelers make up a significant part of Fancy Airlines consumer base, but there is room for Fancy Airlines to grow their market share of business travel
• Other airlines cut costs to attract customers looking for lower fares
• Customers are increasingly frustrated by their experiences with lower-cost airlines

Draft an alternate central message. Because central messages contain claims that are debatable, the same evidence can be used to make very different claims. Use the evidence above about Fancy Airlines to draft a new central message that makes a recommendation for their future strategy. Your alternate central message should be different from the example at the top of the page.

Alternate central message: