Message MappingMessage Mapping

Ryerson University

February 2011

Barry RadfordPatrice Cloutier

Tonight’s presentation Tonight’s presentation

1. Introduction2. Understanding what's behind a message map3. Preparing a message map4. Delivering the message map5. Group exercise

IntroductionIntroduction

What is emergency information?What our audiences need to know to protect

themselves, their families, property and the environment.

What we need to communicate to help ensure our audiences will adopt the right behaviour during a crisis or emergency.

Also important: presenting your organization’s response to an incident under the best possible light.

Know the hazards and risksKnow the hazards and risks

Different types of incidents

The Social Media revolutionThe Social Media revolution

Where are you?

Changing expectationsChanging expectations

Audiences expect a response from authorities within minutes.

It's likely you, and your audiences, It's likely you, and your audiences, will be under stress!will be under stress!

What’s a crisis?◦Surprise◦Public scrutiny◦Media coverage◦Not routine◦Loss of control

Meeting the new challengesMeeting the new challenges

Why use a crisis communications approach?• Avoid communications regret !• Use efficient risk communications process

Message MappingMessage Mapping

Crisis communications technique developed by Dr. Vincent Covelo from New York.

Advised Mayor Giuliani prior to 9-11Successful communications response

using message mapping◦Message maps pre-approved◦Trained people◦Lots of prior exercises

Message MappingMessage Mapping

Message mapping• Science-based … on target messaging• Based on difference in brain functions/processes during

a crisis as opposed to routine situations• Easy to use …. Visual representation• Anticipate issues and questions and develop key

messages ahead of time

Why use a crisis communications approach?◦Ensure effective communications and that your

audience adopt the right behaviour.◦Enhances your capacity to offer a prompt

communications response to incidents and crises◦Helps establish an organization’s credibility.

Message Mapping: Prepare!Message Mapping: Prepare!

If you want to communicate promptly, you need to have pre-approved messages ready!

How your prepare the message How your prepare the message maps … Routine vs Crisismaps … Routine vs Crisis

To be heard, you need to craft the right messages!

Routine … Crisis …

Brain ProcessesBrain Processes

Our abilities change ...

Brain ProcessesBrain Processes

What it means for communicators … the rule of 27/9/3

The rule of 3 (cont’d)The rule of 3 (cont’d)• 27/9/3 model: a critical tool

• Based on rule of 3: three key messages each with three supporting messages or key facts

• Easy to visualize and share for multiple purposes …

The rule of 3The rule of 3

• 27/9/3 model: a critical tool• Media: broadcast and print• Matches what brain retains during crises• Works for images too … different part of the brain …

give you the ability to convey more info

Changes in cognitive abilitiesChanges in cognitive abilities• What’s also important?

• The order of your messages …

Other obstacleOther obstacle

Comprehension levels

How you craft a message mapHow you craft a message map•The order of your messages …• Impact on how you craft and deliver a message map ...• Level of comprehension ... we normally write for grade 6-8 level .... during a crisis, you need to adjust your language/vocabulary to grade two or three level ...

Here's what a message map looks like then

Message Map ExampleMessage Map Example

How you read it ... from left to right the three key messages and then you repeat each message followed by the three supporting facts or messages … you can add message of empathy to start, end with call to action.

Message Map ExampleMessage Map Example

DeliveryDelivery• Verbal vs non-verbal

• Things are totally reversed.• Routine: 75% verbal and 25 % non-verbal• Crisis: 75% non-verbal and 25% verbal

• What’s also important? Show poise!

Feel … No Mr. RobotoFeel … No Mr. Roboto

Compassion, Competence, Optimism

Virginia Tech … example of a good deliveryVirginia Tech … example of a good delivery

• CCO template• Compassion• Competence/Conviction• Optimism

DeliveryDelivery• We will recover ... • Continue to invent the future at Virginia

Tech, through our tears and blood.• Words matter and how you express them

  May 2008

August 2008

January 2009

Good opinion 74% 57% 88%

Bad opinion    7 34  7

A textbook case

Exercise scenarioExercise scenarioThe city received a note indicating that terrorists have contaminated the water. The threat does not specify the risk agent, time, or exact location. Law enforcement considers the threat as “credible and possible.” No actual attack confirmed at this point …

Task: prepare message map for the following audiences and concerns:• Audience 1: the public at large … focus on security of water systemAnd address these questions: are you shutting down the water supply? Is the water safe to drink? Is there an actual threat?

• Audience 2: stakeholders (other municipalities that depend on your water) focus on supply and safety issues … how will you provide water for our residents? Is your water supply safe? Do you have a contingency plan?

• Audience 3: people with medical conditions … worried … focus on prevention methods … Do I need to boil the water? Do you have bottled water?

• Audience 4: municipal employees … focus on their safety … Are we safe at other treatment plants? Other municipal facilities? Are there other threats?

In SummaryIn Summary

AnticipatePreparePracticeQuestions ???

Barry's blog: Barry's blog: http://barryradford.wordpress.com

Patrice's blog:Patrice's blog:http://crisiscommscp.blogspot.com/http://crisiscommscp.blogspot.com/

PTSC-Online.caPTSC-Online.ca