DEVELOPING AND USING DEVELOPING AND USING MESSAGE MAPSMESSAGE MAPS

v. Kentucky 1005v. Kentucky 1005

Dick Tardif, Ph.D.Dick Tardif, Ph.D.

Oak Ridge Institute for Science and EducationOak Ridge Institute for Science and Education210-698-0063210-698-0063

tardifd@orau.govtardifd@orau.gov

22

33

ProcessProcess

PersonnelPersonnelStakeholders and their concernsStakeholders and their concernsKey messages and supporting factsKey messages and supporting factsReviewReviewCooperationCooperationUseUse

44

PERSONNELPERSONNEL

TeamsTeams– Subject-matter expertsSubject-matter experts– CommunicationsCommunications– Policy/management/legalPolicy/management/legal

ReviewersReviewers– 1-21-2– KnowledgeableKnowledgeable– Not on teamsNot on teams

55

Identifying StakeholdersIdentifying Stakeholders

Who isWho is– AffectedAffected– InterestedInterested– InfluentialInfluential

66

Identifying Stakeholders and Identifying Stakeholders and Their Specific ConcernsTheir Specific Concerns

HistoryHistory– SpecificSpecific– RelatedRelated– GeneralGeneral

Subject-matter expertsSubject-matter expertsRole PlayingRole Playing

77

Sorting Concerns to CategoriesSorting Concerns to CategoriesManageable “chunks”Manageable “chunks”

Example: SmallpoxExample: SmallpoxThe diseaseThe disease Vaccine safetyVaccine safetyQuarantine and isolationQuarantine and isolation

Example: Pandemic InfluenzaExample: Pandemic InfluenzaPandemicsPandemics AntiviralsAntiviralsPreparednessPreparedness ResponseResponseH5N1 InfluenzaH5N1 InfluenzaMental HealthMental HealthVaccinesVaccines Early EventEarly Event

99

1010

3 Key Messages3 Key Messages

27 words (9 seconds) total27 words (9 seconds) totalOrder of importance: 1/3/2Order of importance: 1/3/24 grade levels below audience average4 grade levels below audience averageAvoid unnecessary absolutesAvoid unnecessary absolutesAvoid unnecessary negative terms, Avoid unnecessary negative terms, imagesimagesEach can stand alone.Each can stand alone.

1111

1212

1313

3 Supporting Facts/Message3 Supporting Facts/Message

Same criteria as for key messagesSame criteria as for key messages– Except reading level can be 2 grades higherExcept reading level can be 2 grades higher

Visual aidsVisual aidsAnecdotesAnecdotesCite credible third partiesCite credible third partiesSources of more informationSources of more information

1414

1515

Reviewing MessagesReviewing Messages

Within teamWithin team

Among teamsAmong teams

In organization but outside teamIn organization but outside team

1616

Cross-Checking DocumentsCross-Checking Documents

PlannedPlanned

In progressIn progress

Finished productFinished product

1717

Testing MessagesTesting Messages

With stakeholdersWith stakeholders

With partnersWith partners

With others?With others?

1818

CooperationCooperation

Who else should have your message Who else should have your message maps before you begin delivering maps before you begin delivering messages?messages?

1919

Using Messages:Using Messages:Overarching MessageOverarching Message

One message mapOne message map– ““What should people know about this topic?”What should people know about this topic?”– You want out regardless of questions askedYou want out regardless of questions asked– Your opening statement at a presentationYour opening statement at a presentation

Be sure it gets deliveredBe sure it gets delivered– Bridge to it if necessaryBridge to it if necessary

““A port in a storm”A port in a storm”

2020

Using Messages – Interviews 1Using Messages – Interviews 1

TV news, newspaper articleTV news, newspaper article– Give 3 key messages in response to questionGive 3 key messages in response to question– Supporting factsSupporting facts

In follow-upIn follow-upBy bridgingBy bridging

– Provide/bridge to overarching messageProvide/bridge to overarching message

2121

Using Messages – Interviews 2Using Messages – Interviews 2

TV talk show, newspaper feature articleTV talk show, newspaper feature article– 3 key messages3 key messages– Key message 1 with its supporting factsKey message 1 with its supporting facts– Key message 2 with its supporting factsKey message 2 with its supporting facts– Key message 3 with its supporting factsKey message 3 with its supporting facts– Conclude with 3 key messagesConclude with 3 key messages

Use “signposting”Use “signposting”

2222

Using Messages – Interviews 3Using Messages – Interviews 3

Press conferencePress conference– 3 key messages3 key messages– Supporting facts for first key messageSupporting facts for first key message– Conclude with 3 key messagesConclude with 3 key messages

2323

Using Messages – Fact SheetsUsing Messages – Fact Sheets

Title: stakeholder concernTitle: stakeholder concern¶ 1: Introduction = ¶ 1: Introduction = 3 key messages3 key messages¶ 2: Key message 1 + its supporting facts¶ 2: Key message 1 + its supporting facts¶ 3: Key message 2 + its supporting facts¶ 3: Key message 2 + its supporting facts¶ 4: Key message 3 + its supporting facts¶ 4: Key message 3 + its supporting facts¶ 5 Conclusion = repeat 3 key messages¶ 5 Conclusion = repeat 3 key messagesInclude visual aidsInclude visual aids

2424

Using Messages – ExhibitsUsing Messages – Exhibits

Title panel: stakeholder concernTitle panel: stakeholder concern3 panels3 panels– Each with 1 key message and its 3 supporting Each with 1 key message and its 3 supporting

factsfacts

Handouts on table below panelsHandouts on table below panels

2525

Oral PresentationsOral Presentations(Town Hall Meetings)(Town Hall Meetings)

Maximum 3 speakersMaximum 3 speakersMaximum 20 minutes Maximum 20 minutes totaltotalMaximum 3 key messagesMaximum 3 key messages– With supporting dataWith supporting data