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San Mateo workshop and training Apr 2011. Message Mapping; 3/9/27; I don't know; etc.
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Risk Communicationso Science basedo Often dealing with multiple messages
n About the nature of riskn Expressing concernn Opinions and reactions
A process, not a message
Wednesday, April 13, 2011
Risk Communications and Message Mapping Goalso Enhance knowledge and understanding
o Build trust and credibility
o Encourage appropriate behaviors and levels of concern
Wednesday, April 13, 2011
Why Use Risk Communications?“There is a massive difference between a crisis
and a catastrophe … the effects of media coverage on public perception could be the deciding factor between the two.”
Barbara CochranRadio Television News Directors Foundation
Wednesday, April 13, 2011
Communications Tools
27/9/3
Message Maps
CCO
AGL – 4
1N = 3P
IDK
Source: Center For Risk Communication
Wednesday, April 13, 2011
27/9/327 words9 seconds3 messages
This is what your audience can successfully process
Simple Declarative Statements
Source: Center For Risk Communication
Wednesday, April 13, 2011
Message Mapping - Core Conceptso When people are stressed, they
n Want to know that you care before they care what you know
n Have difficulty hearing, understanding, and remembering information
n Focus most on what they hear first and last
Wednesday, April 13, 2011
Message MapConcern
Source: Center For Risk Communication
Message 1 Message 2 Message 3
Supporting Fact 1.1
Supporting Fact 1.3
Supporting Fact 1.2
Supporting Fact 2.1
Supporting Fact 2.3
Supporting Fact 2.2
Supporting Fact 3.1
Supporting Fact 3.3
Supporting Fact 3.2
Wednesday, April 13, 2011
Message MapWest Nile Virus
Source: Center For Risk Communication
Message 19 Words on Average
Message 29 Words on Average
Message 39 Words on Average
Supporting Fact 1.1
Supporting Fact 1.3
Supporting Fact 1.2
Supporting Fact 2.1
Supporting Fact 2.3
Supporting Fact 2.2
Supporting Fact 3.1
Supporting Fact 3.3
Supporting Fact 3.2
Wednesday, April 13, 2011
West Nile Virus Message MapKey Message:
Source: Center For Risk Communication
Remove standing water
Wear protective clothing
Use insect repellent
Unattended swimming pool/
old tires
Cat/dog dishes
Flower pots/bird bath
Supporting Fact 1.1
Supporting Fact 1.3
Supporting Fact 1.2
Long sleeves
Dusk and dawn
Long pants
Supporting Fact 2.1
Supporting Fact 2.3
Supporting Fact 2.2
DEET
No substitutes
23%
Supporting Fact 3.1
Supporting Fact 3.3
Supporting Fact 3.2
Wednesday, April 13, 2011
CCO
Compassion and show empathy
Conviction that you and your team can do the job
Optimism tempered by reality
Source: Center For Risk Communication
Wednesday, April 13, 2011
AGL – 4Average grade level minus fouro In a high stress situation shift your message
n From the average grade level of the audience: AGL
n To the average grade level of the audience minus four: AGL – 4
o This helps address mental noise problems
Source: Center For Risk Communication
Wednesday, April 13, 2011
1N = 3Po 1N = 3P (Negative Dominance)
n In high stress situations, one negative message requires three or four positives ones to offset listeners perception
o Avoid absolutes o (e.g., never, always)
o Avoid unnecessary negatives o (e.g., no, not, never, nothing, none)
Source: Center For Risk Communication
Wednesday, April 13, 2011
IDK: I Don’t Know o It is OK not to have the answero Do not risk your credibility by creating an
answer
Source: Center For Risk Communication
Wednesday, April 13, 2011
IDK Templateo Repeat the question, unless there is an accusationo Say you don’t know, or:
n Can’t answern Wish you could answer
o Give the reason(s) why you don’t know or can’t answer
o Indicate follow-up with a deadlineo Bridge to what you can say, such as core messages
Source: Center For Risk Communication
Wednesday, April 13, 2011
Messaging Predictabilityo When people are stressed or concerned, they
tend to ask the same kinds of questionsn Most concerns can be predicted in advance
o “77 most frequently asked questions by journalists in a disaster” (handout)
o “65 most frequently asked questions about bird flu and pandemic (pandemic.gov)
o “200 most frequently asked questions about water contamination” (www.epa.gov/hsrc)
Wednesday, April 13, 2011
Trust Factors in High Stress Situations
Source: Center For Risk Communication
17%
17%
50%
17%
Competence & ExpertiseHonesty & OpennessListening, Caring, Empathy, CompassionAll Other Factors
Assessed in !rst 9-30
seconds
Wednesday, April 13, 2011
Non-Verbal Communicationo Before they judge the message people judge
the messengero People judge the messenger primarily in terms
of trusto Trust is judged primarily through what you
do, how you look and what you say
Wednesday, April 13, 2011
Communications Tools
27/9/3
Message Maps
CCO
AGL – 4
1N = 3P
IDK
Source: Center For Risk Communication
The majority (>90%) of all questions can be anticipated… plan ahead and prepare
Wednesday, April 13, 2011