2 Session F ObjectivesList the steps involved in the message mapping processComplete several message maps for pandemic influenza messages for the publicLearn how to conduct the message mapping process in country with other audiences
3 Pre-pandemic Message Development Critical to strategize information needs and develop messages before a pandemicStakeholder information needs during a pandemic will only intensifyThere will be demand for accurate, clear, concise, consistent, credible, and reliable informationPrint (brochures)WebTV press conferences (interviews)Radio
4 Message Maps Strategic tool for communication practitioners Provide a unifying framework for informationCore content developed in message maps provide consistency across channelsSpokespeoplePrint materialsElectronic materialsProvide 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.
5 Mapping process Create teams Identify reviewers Subject-matter experts CommunicationsPolicy/management/legalIdentify reviewers1-2KnowledgeableNot on teams
6 Draft Overarching Message Map for (Insert Topic Here) Key Message 1Key Message 2Key Message 3Most important message here.Least important message here.Second most important message here.Supporting Information 1-1Supporting Information 2-1Supporting Information 3-1Supporting information should add detail to overarching and key messages.Supporting information 1-2Supporting Information 2-2Supporting Information 3-2Supporting Information 1-3Supporting Information 2-3Supporting Information 3-3Title of Map (Should refer to topic of map and also timing, e.g. Pandemic Flu Pre-Event Messages, Map #1Stakeholder: 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.
7 Team Action: Message Map Development #1 Title of the map: [insert]Pandemic Influenza, pre-event messagesStakeholders (or target audience): [insert]Teams identify a target audience for map exerciseQuestion or concern: [group brainstorm]Discuss data sources for audience questions or concernsWhat questions are predictable?Where can you get data to help identify trends?Primary research? Secondary research?SME’s, role playingSort concerns into manageable chunks (see handout)Concerns become questions that you need to prepare answers for
8 Team Action: Message Map Development #1 Overarching messagesFunction as a sound biteWritten so that it can be easily understood (U.S. 6-8th grade reading level)Readability testing
9 Team Action: Message Map Development #1 3 Key Messages27 words (9 seconds) totalOrder of importance: 1/3/24 grade levels below audience averageAvoid unnecessary absolutesAvoid unnecessary negative terms, imagesEach can stand alone[Teams write 3 key messages, 1-3-2]
10 Team Action: Message Map Development #1 Supporting facts/messagesSame criteria as for key messagesExcept reading level can be 2 grades higherVisual aidsAnecdotesCite credible third partiesSources of more information[Teams write supporting messages]
11 Team Action: Message Map Development #1 Message review process [see handout]Within teamAmong teamsIn organization but outside teamBe sure to cross-check maps with other documents under developmentDecide who else should have your message maps before you begin delivering messagesConduct audience research with draft messagesAppropriatenessComprehensionGaps
13 Session Objectives Describe the use of Message Maps after completion Describe a variety of ways in which the messages can be utilized for materials developmentLearn how to create a tool for spokespeople using the message maps
14 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 messagesInclude visual aids
15 Using Messages: Overarching Message One message map“What should people know about this topic?”You want out regardless of questions askedYour opening statement at a presentationBe sure it gets deliveredBridge to it if necessary“A port in a storm”
16 Using Messages – Interviews 1 TV news, newspaper articleGive 3 key messages in response to questionSupporting factsIn follow-upBy bridgingProvide/bridge to overarching message
17 Using Messages – Interviews 2 TV talk show, newspaper feature article3 key messagesKey message 1 with its supporting factsKey message 2 with its supporting factsKey message 3 with its supporting factsConclude with 3 key messagesUse “signposting”
18 Using Messages – Interviews 3 Press conference3 key messagesSupporting facts for first key messageConclude with 3 key messages* WHO examples? [discuss]
19 Using Messages – Exhibits Title panel: stakeholder concern3 panelsEach with 1 key message and its 3 supporting factsHandouts on table below panels
20 Oral Presentations (Town Hall Meetings) Maximum 3 speakersMaximum 20 minutes totalMaximum 3 key messagesWith supporting data
21 special thank you to Dick Tardif, Ph. D *special thank you to Dick Tardif, Ph.D. of Oak Ridge Institute for Science and Education for his collaboration on the message mapping presentation.