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

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Presentation on theme: "Session F Message Mapping. Session F Objectives List the steps involved in the message mapping process Complete several message maps for pandemic influenza."— Presentation transcript:

1 Session F Message Mapping

2 Session 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

3 Pre-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

4 Message 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.

5 Mapping 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

6 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. 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 1Key Message 2Key Message 3 Most important message here.Least important message here.Second most important message here. Supporting Information 1-1Supporting Information 2-1Supporting Information 3-1 Supporting information should add detail to overarching and key messages. Supporting information 1-2Supporting Information 2-2Supporting Information 3-2 Supporting Information 1-3Supporting Information 2-3Supporting Information 3-3

7 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

8 Team Action: Message Map Development #1 Overarching messages –Function as a sound bite –Written so that it can be easily understood (U.S. 6-8 th grade reading level)  Readability testing Overarching messages –Function as a sound bite –Written so that it can be easily understood (U.S. 6-8 th grade reading level)  Readability testing

9 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]

10 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]

11 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

12 Session G Using Message Maps

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 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

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 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

15 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”

16 Using 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

17 Using 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”

18 Using 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]

19 Using Messages – Exhibits Title panel: stakeholder concern 3 panels –Each with 1 key message and its 3 supporting facts Handouts on table below panels Title panel: stakeholder concern 3 panels –Each with 1 key message and its 3 supporting facts Handouts on table below panels

20 Oral Presentations (Town Hall Meetings) Maximum 3 speakers Maximum 20 minutes total Maximum 3 key messages –With supporting data Maximum 3 speakers Maximum 20 minutes total Maximum 3 key messages –With supporting data

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


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