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Session F Message Mapping

Session F Message Mapping. 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.

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Session F Message Mapping

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  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.

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