The PREP framework: Communicate ideas with clarity

Ever sat through a meeting where someone rambled for ten minutes, leaving you wondering what their actual point was?

Or maybe you've been that person yourself – starting with good intentions but somehow getting lost in the middle of your own explanation!?

There's a simple framework that can transform how you communicate ideas, whether you're presenting to senior leadership, giving feedback to your team, or even explaining your reasoning in a tricky email. It's called PREP, and it might just become your new best friend…

What is PREP?

PREP stands for:

• Point (or Principle): State your conclusion upfront

• Reason: Explain why, backed by data or evidence

• Example: Provide a concrete illustration

• Point: Restate your conclusion

The framework was developed by business communication experts as a way to structure persuasive arguments and clear explanations. While its exact origins are debated, it's widely credited to communication training programmes in the corporate world during the 1980s and is recommended by Toastmasters International as 'probably the easiest one to learn and use' for structuring speeches.

The beauty of PREP lies in its counter-intuitive approach. Instead of building up to your conclusion like a detective novel, you lead with it. This isn't about being blunt – it's about being respectful of your audience's time and attention.

Why PREP works so well

It matches how busy brains work. Your colleagues are juggling multiple priorities. When you lead with your main point, you give them a framework to understand everything else you're about to say. They're not sitting there wondering where you're going – they know, and they can follow your reasoning.

It prevents misunderstandings. How many times have you thought someone agreed with you, only to discover later they'd completely missed your actual recommendation? When your conclusion comes first, there's no ambiguity about what you're actually suggesting.

It builds credibility. Structured thinking demonstrates that you've thoroughly considered your position. You're not just sharing random thoughts – you've got a clear argument backed by evidence.

When to use PREP

PREP works brilliantly for:

• Recommendations and proposals ("I think we should hire two more customer service reps")

• Performance conversations ("Sarah's ready for promotion")

• Problem-solving discussions ("Our website's conversion rate is suffering because of page load times")

• Email responses where you need to take a position

• Presentations where you want to influence decision-making

It's less suitable for brainstorming sessions, casual check-ins, or situations where you genuinely want to explore ideas together rather than advocate for a specific position.

Example: PREP in action

Let's watch PREP work in practice. Meet James, a marketing coordinator at a mid-sized software company. The leadership team is reviewing next year's budget, and there's pressure to cut costs. James's boss has asked him to present his thoughts on the marketing budget allocation.

Here's how James structures his recommendation:

Point: "I recommend we maintain our current digital marketing spend of £40,000 but reallocate £15,000 from traditional advertising to content marketing and SEO."

Reason: "Our data from the past 18 months shows that digital channels generate leads at £12 each, while our print and radio advertising costs £89 per lead. Additionally, our content marketing efforts have increased organic website traffic by 150% this year, and these visitors convert 40% better than paid advertising traffic."

Example: "Take our recent case study series, for instance. We spent £3,000 creating five detailed customer stories, and they've generated 200 qualified leads so far – that's £15 per lead, plus they're still bringing in new prospects months later. Compare that to our £5,000 trade magazine campaign last quarter, which generated just 30 leads."

Point: "So by shifting that £15,000 from traditional advertising to content and SEO, we can potentially triple our lead generation while staying within the same overall budget."

Notice how James's approach works? His colleagues know his recommendation immediately. They can evaluate his reasoning as he presents it, ask targeted questions about his data, and understand exactly what he's proposing. No one's left guessing about his conclusion.

Making PREP work for you

Start small. Try using PREP in your next email where you need to make a recommendation. Lead with your conclusion, explain your reasoning, add a quick example, then restate your point.

Keep your examples concrete. Vague examples don't strengthen your argument – specific ones do. Instead of "this approach worked well before," say "when we tried this with the Johnson project, we reduced delivery time by three days."

Match your evidence to your audience. If you're talking to the finance team, lead with numbers. If it's the creative team, focus on user experience data or customer feedback.

Practice the transitions. Phrases like "Here's why" or "The data shows" help you move smoothly from your point to your reasoning. "For example" or "Take our recent experience with..." bridge nicely into your illustration.

PREP has its limitations!

PREP isn't a magic solution for every communication challenge. Some situations call for a more exploratory approach, especially when you're genuinely seeking input rather than advocating for a position.

The framework can also feel formulaic if you apply it too rigidly. The goal isn't to sound like a robot – it's to structure your thinking clearly. You might spend more time on the reasoning section if your conclusion is controversial, or lead with a brief context-setter if your audience needs background.

Some critics argue that PREP can shut down collaborative discussion by presenting conclusions as fait accompli. There's merit to this concern. If you're using PREP in a brainstorming session, you might inadvertently steer the conversation rather than opening it up. Know your context.

Other communication frameworks…

Alternative frameworks exist too. The Pyramid Principle, developed by Barbara Minto at McKinsey, offers a more hierarchical approach to structuring arguments. Situation-Complication-Resolution works well for problem-focused communications. And sometimes, good old-fashioned storytelling – with its beginning, middle, and end – serves you better than any business framework.

The key is recognising that PREP is a tool, not a rule. Use it when you want to communicate a clear position effectively, but don't force it into every conversation. Your colleagues will thank you for the clarity when you get it right.