Talking points are prepared, context-specific language that helps a spokesperson deliver key messages in a particular situation — a media interview, an earnings call, a board presentation, an employee town hall, or a crisis response.

Structure

Each talking point is typically one to three sentences. It leads with the message, supports it with a proof point, and bridges back to the core narrative. Good talking points read naturally when spoken — they are conversational, not corporate.

Talking Points vs. Scripts

Talking points guide; scripts dictate. A spokesperson armed with talking points can adapt to unexpected questions while staying on message. A spokesperson reading a script sounds robotic and loses credibility with the journalist or audience. The exception: legal and regulatory situations where exact language is required.

Preparation

Talking points should be developed for every major media opportunity, investor meeting, and public appearance. They should include anticipated tough questions and approved bridging language: "That's an important question. What I can tell you is…" or "The bigger issue here is…"

Shelf Life

Talking points are time-bound. They should be refreshed for each engagement, even if the key messages they support remain constant. Yesterday's data point weakens today's argument.