State your key message clearly   i. Do not “bury the headline” — the main point should be          presented directly   ii. Your key message must be clear and concise  b) Provide the necessary information and build credibility   i. Provide an appropriate amount of background      information for the audience, given the type of      communication   ii. Get to the point without unnecessary verbiage   iii. Build your position as an expert or trusted colleague  c) Support your key message with three or four supporting           points/reasons   i. Supporting points should be appropriate for the context        and needs of the audience   ii. Reasons should be compelling and relevant  d) Employ either the Consult/Join or Tell/Sell techniques  e) Clearly relay to the audience an actionable request