on-message

American  

[on-mes-ij, awn‐] / ˈɒnˈmɛs ɪdʒ, ˈɔn‐ /

adjective

1. focused on the central theme or official message of a political, business, or other organization.

   The candidate's promises are on-message and echo the party platform. Your company’s ads should be entertaining and on-message.

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on message British  

adjective

1. (on-message when prenominal) adhering to or reflecting the official line of a political party, government, or other organization

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Etymology

Origin of on-message

First recorded in 1995–2000; on ( def. ) + message ( def. )

Example Sentences

Kiggans, a relentlessly on-message candidate, was signaling that she cares about what voters care about.

From Washington Post • Oct. 26, 2022

But overall, Fivio said with a politician’s on-message discipline, he is hoping to divorce drill’s distinct musical quirks from its expected subject matter.

From New York Times • Apr. 7, 2022

Mr Kast, though, stayed on-message at his closing rally.

From BBC • Dec. 18, 2021

“What matters in Iowa is that she’s here, she’s on-message and her campaign is making their goals in terms of contacts, precinct captains. The nuts and bolts need to work,” he said.

From Seattle Times • Oct. 2, 2019

Some candidates allow themselves, fatally, to answer questions directly, while others only stay on-message begrudgingly, perhaps after having touched the hot stove a time or two before.

From Slate • Oct. 21, 2018