Session F Message Mapping. Session F Objectives List the steps involved in the message mapping process Complete several message maps for pandemic influenza.

Session F

Message Mapping

Session F ObjectivesSession F Objectives

List the steps involved in the message mapping process

Complete several message maps for pandemic influenza messages for the public

Learn how to conduct the message mapping process in country with other audiences

List the steps involved in the message mapping process

Complete several message maps for pandemic influenza messages for the public

Learn how to conduct the message mapping process in country with other audiences

Pre-pandemic Message DevelopmentPre-pandemic Message Development

Critical to strategize information needs and develop messages before a pandemic– Stakeholder information needs during a pandemic

will only intensify There will be demand for accurate, clear, concise,

consistent, credible, and reliable information– Print (brochures)– Web– TV press conferences (interviews)– Radio

Critical to strategize information needs and develop messages before a pandemic– Stakeholder information needs during a pandemic

will only intensify There will be demand for accurate, clear, concise,

consistent, credible, and reliable information– Print (brochures)– Web– TV press conferences (interviews)– Radio

Message MapsMessage Maps

Strategic tool for communication practitioners– Provide a unifying framework for information– Core content developed in message maps provide

consistency across channels– Spokespeople

Print materials Electronic materials

– Provide practitioners a process for the pre-development of materials

Strategic tool for communication practitioners– Provide a unifying framework for information– Core content developed in message maps provide

consistency across channels– Spokespeople

Print materials Electronic materials

– Provide practitioners a process for the pre-development of materials

* The message mapping process was developed by Vincent T. Covello, Ph.D. of the Center for Risk Communication, NY, NY.

Mapping processMapping process

Create teams– Subject-matter experts– Communications– Policy/management/legal

Identify reviewers– 1-2– Knowledgeable– Not on teams

Create teams– Subject-matter experts– Communications– Policy/management/legal

Identify reviewers– 1-2– Knowledgeable– Not on teams

Draft Overarching Message Map for (Insert Topic Here)

Title of Map (Should refer to topic of map and also timing, e.g. Pandemic Flu Pre-Event Messages, Map #1

Stakeholder: General Public (could be any group, e.g., policymakers, media)

Question or Concern: (e.g., what should we know about pandemic influenza as of 3/16/05?)

Overarching Messages (short form):

This message should contain three sentences and three related concepts at most. It should require roughly 27 words. It should be stated as simply as possible.

Key Message 1 Key Message 2 Key Message 3

Most important message here. Least important message here. Second most important message here.

Supporting Information 1-1 Supporting Information 2-1 Supporting Information 3-1

Supporting information should add detail to overarching and key messages.

Supporting information 1-2 Supporting Information 2-2 Supporting Information 3-2

Supporting Information 1-3 Supporting Information 2-3 Supporting Information 3-3

Team Action:Message Map Development #1

Team Action:Message Map Development #1

Title of the map: [insert] Pandemic Influenza, pre-event messages

Stakeholders (or target audience): [insert] Teams identify a target audience for map exercise

Question or concern: [group brainstorm] Discuss data sources for audience questions or concerns

– What questions are predictable?– Where can you get data to help identify trends?

Primary research? Secondary research? SME’s, role playing

Sort concerns into manageable chunks (see handout) Concerns become questions that you need to prepare answers for

Title of the map: [insert] Pandemic Influenza, pre-event messages

Stakeholders (or target audience): [insert] Teams identify a target audience for map exercise

Question or concern: [group brainstorm] Discuss data sources for audience questions or concerns

– What questions are predictable?– Where can you get data to help identify trends?

Primary research? Secondary research? SME’s, role playing

Sort concerns into manageable chunks (see handout) Concerns become questions that you need to prepare answers for

Team Action:Message Map Development #1

Team Action:Message Map Development #1

Overarching messages – Function as a sound bite– Written so that it can be easily understood (U.S. 6-8th

grade reading level) Readability testing

Overarching messages – Function as a sound bite– Written so that it can be easily understood (U.S. 6-8th

grade reading level) Readability testing

Team Action:Message Map Development #1

Team Action:Message Map Development #1

3 Key Messages– 27 words (9 seconds) total– Order of importance: 1/3/2– 4 grade levels below audience average– Avoid unnecessary absolutes– Avoid unnecessary negative terms, images– Each can stand alone

[Teams write 3 key messages, 1-3-2]

3 Key Messages– 27 words (9 seconds) total– Order of importance: 1/3/2– 4 grade levels below audience average– Avoid unnecessary absolutes– Avoid unnecessary negative terms, images– Each can stand alone

[Teams write 3 key messages, 1-3-2]

Team Action:Message Map Development #1

Team Action:Message Map Development #1

Supporting facts/messages– Same criteria as for key messages– Except reading level can be 2 grades higher– Visual aids– Anecdotes– Cite credible third parties– Sources of more information

[Teams write supporting messages]

Supporting facts/messages– Same criteria as for key messages– Except reading level can be 2 grades higher– Visual aids– Anecdotes– Cite credible third parties– Sources of more information

[Teams write supporting messages]

Team Action:Message Map Development #1

Team Action:Message Map Development #1

Message review process [see handout]– Within team– Among teams– In organization but outside team

Be sure to cross-check maps with other documents under development

Decide who else should have your message maps before you begin delivering messages

Conduct audience research with draft messages Appropriateness Comprehension Gaps

Message review process [see handout]– Within team– Among teams– In organization but outside team

Be sure to cross-check maps with other documents under development

Decide who else should have your message maps before you begin delivering messages

Conduct audience research with draft messages Appropriateness Comprehension Gaps

Session GUsing Message Maps

Session ObjectivesSession Objectives

Describe the use of Message Maps after completion

Describe a variety of ways in which the messages can be utilized for materials development

Learn how to create a tool for spokespeople using the message maps

Describe the use of Message Maps after completion

Describe a variety of ways in which the messages can be utilized for materials development

Learn how to create a tool for spokespeople using the message maps

How can you use message maps?How can you use message maps?

Fact Sheets [see handout]– Title: stakeholder concern– ¶ 1: Introduction = 3 key messages– ¶ 2: Key message 1 + its supporting facts– ¶ 3: Key message 2 + its supporting facts– ¶ 4: Key message 3 + its supporting facts– ¶ 5 Conclusion = repeat 3 key messages– Include visual aids

Fact Sheets [see handout]– Title: stakeholder concern– ¶ 1: Introduction = 3 key messages– ¶ 2: Key message 1 + its supporting facts– ¶ 3: Key message 2 + its supporting facts– ¶ 4: Key message 3 + its supporting facts– ¶ 5 Conclusion = repeat 3 key messages– Include visual aids

Using Messages:Overarching Message

Using Messages:Overarching Message

One message map– “What should people know about this topic?”– You want out regardless of questions asked– Your opening statement at a presentation

Be sure it gets delivered– Bridge to it if necessary

“A port in a storm”

One message map– “What should people know about this topic?”– You want out regardless of questions asked– Your opening statement at a presentation

Be sure it gets delivered– Bridge to it if necessary

“A port in a storm”

Using Messages – Interviews 1Using Messages – Interviews 1

TV news, newspaper article– Give 3 key messages in response to question– Supporting facts

In follow-up By bridging

– Provide/bridge to overarching message

TV news, newspaper article– Give 3 key messages in response to question– Supporting facts

In follow-up By bridging

– Provide/bridge to overarching message

Using Messages – Interviews 2Using Messages – Interviews 2

TV talk show, newspaper feature article– 3 key messages– Key message 1 with its supporting facts– Key message 2 with its supporting facts– Key message 3 with its supporting facts– Conclude with 3 key messages

Use “signposting”

TV talk show, newspaper feature article– 3 key messages– Key message 1 with its supporting facts– Key message 2 with its supporting facts– Key message 3 with its supporting facts– Conclude with 3 key messages

Use “signposting”

Using Messages – Interviews 3Using Messages – Interviews 3

Press conference– 3 key messages– Supporting facts for first key message– Conclude with 3 key messages

* WHO examples? [discuss]

Press conference– 3 key messages– Supporting facts for first key message– Conclude with 3 key messages

* WHO examples? [discuss]

Using Messages – ExhibitsUsing Messages – Exhibits

Title panel: stakeholder concern3 panels

– Each with 1 key message and its 3 supporting factsHandouts on table below panels

Title panel: stakeholder concern3 panels

– Each with 1 key message and its 3 supporting factsHandouts on table below panels

Oral Presentations(Town Hall Meetings)Oral Presentations

(Town Hall Meetings)

Maximum 3 speakersMaximum 20 minutes totalMaximum 3 key messages

– With supporting data

Maximum 3 speakersMaximum 20 minutes totalMaximum 3 key messages

– With supporting data

*special thank you to Dick Tardif, Ph.D.of Oak Ridge Institute for Science and Education for his collaboration on the message

mapping presentation.

*special thank you to Dick Tardif, Ph.D.of Oak Ridge Institute for Science and Education for his collaboration on the message

mapping presentation.