1. Session F Message 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 Identify reviewers Subject-matter experts
Communications
Policy/management/legal
Identify reviewers
1-2
Knowledgeable
Not on teams

6. Draft Overarching Message Map for (Insert Topic Here)
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
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 G Using 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
*special thank you to Dick Tardif, Ph.D. of Oak Ridge Institute for Science and Education for his collaboration on the message mapping presentation.