MESSAGE MAPHannah Gordon

COM 476

Definitions

The foundation for all communications relating to an organization, a specific project or an initiative

Management tool used to develop core concepts behind a specific message

Helps you capture the core messages for:

Your organization, particular strategies or initiatives, different department or organization functions, specific programs, products or announcements and people

Examples

How does this relate to PR?

“The process for public relations is to dive into the executive mind, extrapolate leading thoughts and opinions, document them as approved messages, and then deliver them to external audiences using various channels.”

Who is involved?

Who should come to a messaging session? People that...

Know the most about the topic

Will be communicating the messages

Understand your audiences

Diverse group=wide spread of information

3 Types of Roles

Leader

Facilitator

Participant

Components of a Messaging Session

Introductions

Senior leader reinforcement

Why are they here?

Review meeting goals

Identify key audiences

What are your message objectives?

Elevator speech

Supporting messages

Data, info and stories

Wrap up

Steps to Messaging

Facilitation of executives who lead the company

Open-ended questions that address:

The competition

The space

The audience

The stakeholders

The services/products

Steps to Messaging

Brainstorming session to capture the essence of the discussion

First draft of all the captured messages

Edit supporting content and descriptor statements

Placement of messages into a message map

Results of a Message Map

An understanding of who your audiences are and what they want or need

Core team and concepts are on the same page about what needs to be said to drive your audience to action

Credible key messages that can be used throughout any communication channel

Key messages that team leaders can begin to test drive

Sources

http://soulati.com-your-mind-and-message/

https://www.melcrum.com/research/engage-employees-strategy-and-change/developing-message-map

http://solveforinteresting.com/building-a-message-map/

http://www.slideshare.net/rustycawley/how-to-create-a-message-map

http://www.forbes.com/sites/carminegallo/2012/07/17/how-to-pitch-anything-in-15-seconds/