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Message Mapping Step 4

Message Mapping Step 4. Seven Steps in Message Mapping. Identify stakeholders/target audiences Identify stakeholder questions or concerns Identify common sets of concerns Develop key messages Develop supporting information Conduct testing Plan for delivery.

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Message Mapping Step 4

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  1. Message MappingStep 4

  2. Seven Stepsin Message Mapping • Identify stakeholders/target audiences • Identify stakeholder questions or concerns • Identify common sets of concerns • Develop key messages • Develop supporting information • Conduct testing • Plan for delivery For a high-concern issue or scenario:

  3. Developing key messages is the core of message mapping.

  4. Templates • Templates are organizing frameworks for putting messages together • Three templates fundamental to message mapping are: • CCO • 27/9/3 • 1N=3P

  5. CCO Template • CCO stands for: • Compassion • Conviction • Optimism • People in high-stress situations want to know that you care before they care what you know.

  6. CCO Template • First message is one of compassion, listening, and empathy • Followed by a message of conviction or commitment • Followed by a message of optimism or hope CCO template builds trust and credibility

  7. 27/9/3 (Rule of 3)Template • People under stress have difficulty hearing, understanding, and remembering information • People stop processing information after: • 27 words • 9 seconds • 3 messages

  8. 27/9/3 (Rule of 3)Template • Based on attention span research • “The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information” George A. Miller (Department of Psychology, Princeton University) The Psychological Review, 1956, Vol. 63, pp. 81-97 • Low-stress situations: 7 is fundamental

  9. 27/9/3 (Rule of 3)Template • In high-stress situations, the magic number drops from 7 to 3 • Rule of 3: • Three key messages • Three supporting facts or three credible sources for each key message • Repeat messages three times

  10. 1N=3P Template(Negative Dominance) 1N (Negative) = 3P (Positives) • When people are stressed and upset, they typically focus more on the negative than the positive, often at a rate of 3:1

  11. 1N=3P Template(Negative Dominance) • Provide three to four positive messages for each negative message • Avoid unnecessary negatives • (e.g., no, not, never, nothing, none) • Avoid absolutes • (e.g., never, always)

  12. Template Application • Brainstorm key messages • Choose one of many templates to use, including: • IDK (“I Don’t Know”) • AGL-4 (refers to grade level) • All key messages and supporting information should follow appropriate rules and guidelines

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