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Session F Message Mapping
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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.
