Fillable Printable Message Mapping Guidelines

Message Mapping Guidelines

Message Mapping

BACKGROUND AND GOALS

Message Mapping Workshops are designed to produce "message maps," a roadmap for displaying detailed,

hierarchically organized responses to anticipated questions or concerns about issues. It is a visual aid that provides

at a glance the organization's messages for high concern or controversial issues.

The communications goals achieved by developing and using message maps include the following:

1. Identifying stakeholders early in the communication process.

2. Anticipating stakeholder questions and concerns before they are raised.

3. Organizing our thinking and developing prepared messages in response to anticipated stakeholder questions

and concerns.

4. Developing key messages and supporting information within a clear, concise, transparent, and accessible

framework.

5. Promoting open dialogue about messages both inside and outside the organization.

6. Providing user friendly guidance and direction to spokespersons.

7. Ensuring that the organization has a central repository of consistent messages.

8. Encouraging the organization to speak with one voice.

STEPS IN CONSTRUCTING A MESSAGE MAP

Seven steps are involved in constructing a message map.

• Step One: Identify Stakeholders

● Step Two: Identify Complete List of Specific Concerns

● Step Three: Identify Common Sets of Underlying General Concerns

● Step Four: Develop Key Messages in Response to Stakeholder Questions, Concerns, or Perceptions

● Step Five: Develop Supporting Facts and Proofs for Each Key Message

● Step Six: Conduct Systematic Message Testing Using Standardized Message Testing Procedures

● Step Seven: Plan For The Delivery of the Prepared Message Maps

STEP ONE

The first step is to identify stakeholders – interested, affected, or influential parties – for a selected issue or topic of

high concern. Stakeholders can be distinguished further by prioritizing them according to their potential to affect

outcomes and their credibility with other stakeholders.

STEP TWO

The second step in message mapping is to identify a complete list of specific concerns for each important

stakeholder group. Questions and concerns typically fall into three groupings:

● Overarching (O) questions (for example: “What is the most important thing that the public should know

about this issue?”)

● Informational (I) questions (for example: “What is the budget allocated for your response?”)

● Challenging (C) questions or statements (for example: “Why should we trust what you are telling us?”)

Research indicates that more than 95% of the concerns that will be raised by any stakeholder in any controversy,

conflict, crisis, or high concern situation can be predicted in advance using these techniques.

STEP THREE

The third step in message map construction is to analyze the lists of specific concerns to identify common sets of

underlying general concerns. Case studies indicate that most high concern issues are associated with no more than

15-25 primary underlying general concerns.

STEP FOUR

The fourth step in message map construction is to develop key messages in response to stakeholder question,

concern, or perception. An example is provided below.

Sample Message Map

Stakeholder: General Public

Question: How contagious is smallpox?

Key Message 1

Key Message 2

Key Message 3

Smallpox spreads slowly compared

to measles and flu.

This allows time to trace those who

have come in contact.

Vaccination shortly after contact

will generally prevent disease

Supporting Fact 1-1

Supporting Fact 2-1

Supporting Fact 3-1

People are only infectious when

the rash appears.

The incubation period for the

disease is 10-14 days

People who have never been

vaccinated are the most important

to vaccinate

Supporting Fact 1-2

Supporting Fact 2-2

Supporting Fact 3-2

Smallpox requires hours of face-to-

face contact

Resources are available for tracing

contacts.

Adults who were vaccinated as

children may still have some

immunity.

Supporting Fact 1-3

Supporting Fact 2-3

Supporting Fact 3-3

There are no carriers without

symptoms

Finding people who have been

exposed and vaccinating them has

proved successful.

Adequate vaccine is on-hand.

Key messages are typically developed through brainstorming sessions with a message mapping team. As noted

above, the message mapping team typically consists of a subject matter expert, a communication specialist, a

policy/legal/ management expert, and a facilitator.

The brainstorming session produces message narratives -- usually in the form of complete sentences -- which are

entered as key messages onto the message map. Alternatively, the brainstorming session produces keywords for

each message, which are entered onto the message map. Keywords serve as an aid to memory. Each separate

message should have no more than 1-3 keywords.

Key messages should be based on what the target audience most needs to know and most want to know.

STEP FIVE

The fifth step in message map construction is to develop supporting facts and proofs for each key message. The

same principles that guide key message construction should guide the development of supporting information. Proof

points are not necessarily included in the message map. Some may be held in reserve to support a particular message

is challenged.

This message map is an example only.

STEP SIX

The sixth step in message map construction is to conduct systematic message testing using standardized message

testing procedures. Message testing should begin by asking subject matter experts not directly involved in the

original message mapping process to validate the accuracy of technical information contained in the message map.

Message testing should then be done with (1) surrogates for key internal and external target audiences and (2)

partner organizations.

Sharing and testing messages with partners ensures message consistency and coordination.

STEP SEVEN

The seventh, and final step, is to plan for the delivery of the prepared message maps through: (1) a trained

spokesperson; (2) appropriate communication channels; and (3) trusted individuals or organizations.

Once developed, message maps can be used to structure press conferences, media interviews, information forums

and exchanges, public meetings, web sites, telephone hot line scripts, and fact sheets or brochures focused on

frequently asked questions.