Structuring Messages for Impactful Communication: The Power of PREP

The ability to craft clear and compelling messages in professional life is essential. Communication is a common theme arising for many of our coaching clients. Very often this will initially focus on a lack of confidence in, for example, delivering a presentation, responding to a question in a meeting, or writing an impactful email. What often emerges however is the lack of know-how about how to structure the message for maximum impact. Addressing this gap provides the substance on which to build communication confidence.  

One simple yet powerful framework to enhance clarity and persuasion is PREP: Point, Reason, Example, Point.

Why Structure Matters

Unstructured communication can lead to confusion, disengagement, and missed opportunities. A structured message, on the other hand, ensures that your audience understands your key points, stays engaged, and retains the information provided. The PREP framework provides a logical flow, making your communication more persuasive and impactful.

The PREP framework is a simple and straightforward 4 step approach:

1. Point – State Your Main Idea Clearly

Start with a clear and concise statement of your main idea. This immediately gives your audience context and direction.

Example: "Investing in employee development is essential for business growth and long-term success”.

2. Reason – Explain Why It Matters

Support your main point with a reason. This adds weight to your statement and helps your audience understand its significance.

Example: "When employees receive training and development opportunities, they become more skilled, engaged, and productive, which directly impacts company performance."

3. Example – Illustrate with Evidence

A relevant example makes your message more tangible and relatable. It provides proof and helps your audience connect with the concept.

Example: "For example, companies that provide leadership training see a 20% increase in employee retention and a 25% improvement in overall team performance.."

4. Point – Reinforce Your Key Message

Conclude by restating your main point to reinforce the message and leave a lasting impression.

Example: "This is why prioritising employee development isn’t just a perk—it’s a strategic investment that drives innovation and business success."

Applying PREP in Different Scenarios

The PREP framework is versatile and can be used in various communication contexts, for example in:

• Presentations: To structure your key messages to ensure clarity and engagement.

• Meetings: To provide well-reasoned contributions that are easy to follow.

• Emails: To communicate succinctly while ensuring your points are well supported.

• Interviews: To answer questions in a structured, persuasive manner.

Using a structured approach like PREP ensures that your communication is clear, compelling, and memorable. Whether you’re speaking or writing, this simple framework helps you organise your thoughts, engage your audience, and make a lasting impact.

PREP is just one of the models and frameworks we are introducing in our new online programme, Communicating with Confidence and Impact. If you’d like to discuss coaching to support your communication skills, we’d love to hear from you -  e: enquiries@managingchange.org.uk