pääviesti
Pääviesti is a Finnish term meaning the main message or core assertion of a communication effort. In journalism, marketing, public relations, and political communication, the pääviesti represents the central idea that an organization wants its audience to understand, accept, or act upon. It is typically concise, memorable, and grounded in evidence, and it often serves as the anchor around which supporting messages and content are built.
In practice, a pääviesti functions as a guiding proposition for a campaign or statement. It should reflect
Developing an effective pääviesti involves identifying the campaign objective, understanding the target audience, and articulating the
The concept emphasizes clarity and coherence over rhetorical complexity. A clear pääviesti helps reduce confusion, increases