Message Mapping Step 5

Seven Steps in Message Mapping 1.Identify stakeholders/target audiences 2.Identify stakeholder questions or concerns 3.Identify common sets of concerns 4.Develop key messages 5.Develop supporting information 6.Conduct testing 7.Plan for delivery For a high-concern issue or scenario:

Develop Supporting Information Same discipline and same templates as key message development apply to development of supporting information Special considerations – Attention to reading grade level – Perceived trust and credibility of the source – Visual aids

Special Considerations Sensitivity to grade level – AGL-4 (average grade level minus 4) – People in distress process information at 4 grade levels below their average grade level If we are not sensitive to this, our message maps will be incomprehensible to the target audience

Special Considerations Perceived trust and credibility of the source – Credibility ladders – These perceptions will determine believability of message – Credibility transference – Credibility reversal

Special Considerations Visual aids – Many people think visually – Add visual aids (e.g., graphics, pictures) to capture the visual index – Research literature available for reference Professor Edward Tufte at Yale University