Event Profile

Crafting Key Messages That Resonate

June 17, 2021


This class is currently full. If you would like to be added to a wait list, please email Gail Patterson at gail@nwppa.org.

Who Should Attend:

Utility communicators who want to improve their public relations writing skills.

Related Event(s):

The Secrets of Effective Writing Series, May 20-June 24, 2021

Story Pitches That Get Results, May 20, 2021

Crafting Compelling News Releases, May 27, 2021

Effective Feature Writing Techniques, June 3, 2021

Writing Persuasively and Convincingly, June 24, 2021

Webinar Overview:

The last thing you want is for you – or your general manager or project manager – to fumble and stumble through an interview with a journalist about an important project, issue, or initiative. Likewise, when a big storm or raging wildfire knocks out power for thousands, having some tried-and-true messages to post on social media can help assure customers and enhance your utility’s image. That’s why crafting effective key messages is, well, key to your utility’s success and reputation.

In this 60-minute webinar with longtime communications pro Lance Robertson, you’ll get specific, deep-dive instruction about how to write key messages, whether on the fly during an emerging crisis or as part of a well-planned communications campaign. These messages can be used for everything - from media interviews to social media posts to news releases, and more.

Specifically, here’s what you’ll learn:

    • Why key messages are important, and how you can use them in a variety of ways.
    • Fundamental techniques for writing key messages.
    • How to write in a way that enhances your utility’s reputation without being self-serving or overly promotional.
    • Why facts and figures are only part of telling your story.
    • Why “The Why” is your most important key message.


Participants will have the opportunity to follow up with the webinar instructor for feedback on written materials developed for your utility.

Webinar Recordings:

Webinar recordings can be made available to registrants who are unable to attend live.

Webinar Instructor:

Lance Robertson, Instructor, School of Journalism and Communication, University of Oregon; and Owner, LF Robertson Communications LLC

Webinar Schedule:

The webinar will be held on June 17 from 10-11 a.m. PST. Attendees will be admitted 15 minutes before the webinar begins.

How to Participate:

Instructions will be emailed to attendees within 12 hours of the webinar and we recommend that you test the link to the meeting as soon as you get the instructions. The webinar is best viewed using Chrome as your browser. We recommend that you use a landline for both your phone and your internet connections.

This registration is for one person to attend. We manage our webinars on an honor-system basis; if more than one person from a utility wishes to attend, each is to register separately.

Webinar Fees:

Utility Member Rate: $90
Associate Member Rate: $135
Non-Member Rate: $270

Note: Organizations that register a group of employees will receive every fifth registration for free. For example, if you register five employees, you only pay for four; register 10 employees, you only pay for eight; and so on. There is nothing additional you need to do to receive this discount.

Cancellation Policy:

Cancellations are accepted with a full refund as follows:

For webinars and virtual classes, if the request is made at least five days prior to the course, then 100% of the registration fee will be refunded.

For in-person events, the following fee structure applies: cancellation at least 30 days prior to the event, full refund; within 15-29 days, $100 fee; and within 1-14 days or no show, 100% of the registration fee. When possible, please send a substitute instead of canceling because NWPPA does not charge a fee for substitutions.

Continuing Hours:

This course qualifies for one continuing hour. Certificates are issued upon full completion of the course.

For More Information:

To find out more about this course, to register, or to learn about other events, view the Training and Event Catalog.