Factual Statement vs a Positioning Message in Communications
Introduction
- Understanding the difference between a factual statement (based on true and accurate information) and a positioning message (positioning the facts to reflect your intended communication outcomes); an example: “…
- FACT: Our organisation is going to be restructuring. Twelve teams will be reduced to 10, and this will take place by the end of the month. This is because of rising costs, and replacing jobs with automation.
- POSITION: Automation and artificial intelligence are helping us to serve more customers, more quickly, in more ways. This means, however, that the skills required of our people are also changing. At the same time, over the last two years we’ve faced increasing costs - everything from electricity to insurance has risen exponentially. If we’re going to stay in business for our customers, and for our people, then we need to make some changes. That’s why we will be restructuring over the next month, and unfortunately some teams will be disbanded…”
Mel Loy, 2024
Generally, cold hard facts are important for clarity but can be a challenge for engagement and reputation.
Distinguishing between factual statements and positioning statements
This is crucial, because each serves a different purpose and influences stakeholders differently.
1. Factual Statements – Informative, Objective, Evidence-Based
- Purpose: To communicate objective facts, data or reality.
- Characteristics:
- Neutral, verifiable and based on evidence.
- Free from persuasion or opinion.
- Answers the “what” and “why” in concrete terms.
- Use in change: Build understanding, reduce uncertainty, establish credibility, etc.
- Examples:
- “Our current payroll system requires 5 different logins for staff.”
- “Customer satisfaction scores dropped 8% in Q1 2026.”
- “The Australian Curriculum v9.0 mandates inclusion of First Nations’ perspectives.”
2. Positioning Statements – Influential, Persuasive, Strategic
- Purpose: To shape perception, motivate action or create alignment with the change.
- Characteristics:
- Designed to highlight benefits, priorities or values.
- Often subjective or interpretive, but always rooted in fact.
- Answers the “so what?” or “what’s in it for me/us?”
- Use in change: Influence attitudes, gain buy-in, align stakeholders, and connect people emotionally.
- Examples:
- “By moving to one integrated payroll system, staff will save hours every week and reduce errors.”
- “Adopting the Goondeen curriculum will empower students to understand and respect First Nations’ culture.”
- “This change positions our organisation as a leader in cultural inclusion and modern education.”
Summary
| Aspect | Factual Statement | Positioning Statement |
|---|---|---|
| 1. Purpose | Inform/explain reality | Influence, persuade, motivate |
| 2. Tone | Neutral, objective | Positive, motivating, strategic |
| 3. Content | Data, evidence, facts | Benefits, impact, strategic framing, value |
| 4. Focus | What is happening | Why it matters/what to do about it |
| 5. Example | “Staff spend 3 hours per week switching systems.” | “A single platform will give staff more time to focus on meaningful work.” |
- Facts give credibility and transparency (“here’s the reality”).
- Positioning gives meaning and direction (“here’s why it matters and what to do”).
- In effective change communication, you almost always pair factual statements with positioning statements for maximum clarity, trust and motivation.
- Always pair factual + positioning statements in communications:
Fact first → credibility
Positioning second → motivation
- Positioning is more than ‘spin’ and ‘fluff’; it is using language that is clear and readily understood by humans; be wary of using corporate jargon and big words
- When working with humans, be aware the need to understand and handle egos.
(main source: Mel Loy, 2024)