DEVELOPING AND USING MESSAGE MAPS v. Kentucky 1005

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DEVELOPING AND USING MESSAGE MAPSv. Kentucky 1005

• Dick Tardif, Ph.D.
• Oak Ridge Institute for Science and Education
• 210-698-0063
• tardifd_at_orau.gov

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Process

• Personnel
• Stakeholders and their concerns
• Key messages and supporting facts
• Review
• Cooperation
• Use

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PERSONNEL

• Teams
• Subject-matter experts
• Communications
• Policy/management/legal
• Reviewers
• 1-2
• Knowledgeable
• Not on teams

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Identifying Stakeholders

• Who is
• Affected
• Interested
• Influential

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Identifying Stakeholders and Their Specific
Concerns

• History
• Specific
• Related
• General
• Subject-matter experts
• Role Playing

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Sorting Concerns to Categories

• Manageable chunks
• Example Smallpox
• The disease Vaccine safety
• Quarantine and isolation
• Example Pandemic Influenza
• Pandemics Antivirals
• Preparedness Response
• H5N1 Influenza Mental Health
• Vaccines Early Event

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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.

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3 Supporting Facts/Message

• 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

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Reviewing Messages

• Within team
• Among teams
• In organization but outside team

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Cross-Checking Documents

• Planned
• In progress
• Finished product

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Testing Messages

• With stakeholders
• With partners
• With others?

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Cooperation

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

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Using MessagesOverarching 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

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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

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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

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Using Messages Interviews 3

• Press conference
• 3 key messages
• Supporting facts for first key message
• Conclude with 3 key messages

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Using Messages Fact Sheets

• 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

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Using Messages Exhibits

• Title panel stakeholder concern
• 3 panels
• Each with 1 key message and its 3 supporting
  facts
• Handouts on table below panels

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Oral Presentations(Town Hall Meetings)

• Maximum 3 speakers
• Maximum 20 minutes total
• Maximum 3 key messages
• With supporting data