4.6
Message House
A one-page hierarchy of a single overarching message, the pillars supporting it, and the evidence beneath each pillar.
No canonical originator; PR and corporate comms practice since at least the 1990s
What it does
One roof message, three supporting pillars, evidence beneath each. Gets separate teams saying the same thing.
When it breaks
An internal alignment device. Copied straight into public-facing copy it produces corporate boilerplate.
Case
Published message houses are rare because they are internal documents. A genuine one sits in the UNDP/MDG-F “1919” communications plan for the Philippines (2010), with the roof message on rural water access and pillars split by three stakeholder groups rather than by theme.
UNDP/MDG-F · strategic communications plan ↗In the wild
Unchecked · not part of the tier
What people have written about this tool in the last twelve months. A machine found these and nobody has read them. Everything above this line was checked by hand.
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