At Louis Karno & Company, we tell our clients that Key Messages are like Gummie Bears: They are bite-sized (short, easy to speak) They are sweet (your key messages should say positive things about your organization) They are sticky (not only are they easy for you to remember, but they are memorable to your key audiences). Making Gummie Bears… To get started, consider asking these questions of your staff, board, and partners: How do your messengers describe you? Who are your t