Anatomy of the Message Map
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Any risk controversy will challenge an organization to design messages that stakeholders can understand and accepteven when they are under high stress. The solution is to develop a limited number of key messages that are brief, credible, and clearly understood (Covello, Minamyer & Clayton, 2007). This presentation offers an introduction to the message map, which is our primary tool for managing an organization's messages to stakeholders during a high-stress event, such as an outbreak of foodborne illness that triggers a product recall.
Anatomy of the Message Map
- 1. Message Maps for Foodborne Outbreaks and Product Recalls Anatomy of the Message Map www.MessageMaps.org | Rusty Cawley, APR
- 2. The basic template Category of stakeholder: Ques3on or concern: Key message 1 Key message 2 Key message 3 SupporAng informaAon 1-1 SupporAng informaAon 2-1 SupporAng informaAon 3-1 SupporAng informaAon 1-2 SupporAng informaAon 2-2 SupporAng informaAon 3-2 SupporAng informaAon 1-3 SupporAng informaAon 2-3 SupporAng informaAon 3-3
- 3. The top Aer idenA鍖es stakeholders and the quesAon or concern the map will address. Category of stakeholder: Ques3on or concern: Key message 1 Key message 2 Key message 3 SupporAng informaAon 1-1 SupporAng informaAon 2-1 SupporAng informaAon 3-1 SupporAng informaAon 1-2 SupporAng informaAon 2-2 SupporAng informaAon 3-2 SupporAng informaAon 1-3 SupporAng informaAon 2-3 SupporAng informaAon 3-3
- 4. The middle Aer contains the three key messages we want stakeholders to understand. Category of stakeholder: Ques3on or concern: Key message 1 Key message 2 Key message 3 SupporAng informaAon 1-1 SupporAng informaAon 2-1 SupporAng informaAon 3-1 SupporAng informaAon 1-2 SupporAng informaAon 2-2 SupporAng informaAon 3-2 SupporAng informaAon 1-3 SupporAng informaAon 2-3 SupporAng informaAon 3-3
- 5. The boIom Aer contains the three sets of supporAng informaAon for each key message. Category of stakeholder: Ques3on or concern: Key message 1 Key message 2 Key message 3 SupporAng informaAon 1-1 SupporAng informaAon 2-1 SupporAng informaAon 3-1 SupporAng informaAon 1-2 SupporAng informaAon 2-2 SupporAng informaAon 3-2 SupporAng informaAon 1-3 SupporAng informaAon 2-3 SupporAng informaAon 3-3
- 7. The 27/9/3 Rule ≒ We will limit each message in the map to 27 words or fewer. ≒ We will deliver each message in 9 seconds or fewer. ≒ Each map will include 3 key messages. (Covello, 2002; NCFPD, 2007
- 8. Sources ≒ Covello, V. (2002). Message Mapping, Risk and Crisis CommunicaAon: Invited Paper Presented at the World Health OrganizaAon Conference on Bio- terrorism and Risk CommunicaAon, Geneva, Switzerland. hIp://rcfp.pbworks.com/f/MessageMapping.pdf ≒ Covello, V., Minamyer S. & Clayton K. (2007). E鍖ecAve Risk and Crisis CommunicaAon during Water Security Emergencies: Summary Report of EPA Sponsored Message Mapping Workshop hIps://www.epa.gov/sites/producAon/鍖les/2015-08/documents/ e鍖ecAve_risk_and_crisis_communicaAon_during_water_security_emergencies.pdf ≒ NCFPD: NaAonal Center for Food ProtecAon and Defense (2007; revised 2016). Risk Communicator Training for Food Defense Preparedness, Response & Recovery. hIps://www.foodinsight.org/ Risk_Communicator_Training_for_Food_Defense_Preparedness_Response_Recovery