Session F Message Mapping

1. Session FMessage 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

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

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 * 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

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.

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

8. Team Action:Message Map Development #1 • Overarching messages • Function as a sound bite • Written so that it can be easily understood (U.S. 6-8th 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]

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]

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

12. Session GUsing 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

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

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”

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

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”

18. Using Messages – Interviews 3 • 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

20. Oral Presentations(Town Hall Meetings) • 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.