Message mapping

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Using this wonderful crisis communications technique …

Using this wonderful crisis communications technique
Presentation by Barry Radford
and Patrice Cloutier

More in: Business , Technology
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  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • Two perspective: from our audiences and from our own.
  • Everyone armed with a phone/camera Twitter used extensively during the Mumbai crisis … 80 messages from witnesses every 5 seconds ! + blogs from hostages ! Pix and tweets seconds and minutes after Sunrise propane explosion/ People in their kitchen as fire approaches acting as “news gatherers” …
  • People can now share their own experience directly with each other … and information … a challenge. now at least one third of our audience does not get its information from traditional media: print, TV or radio
  • authorities criticized for waiting hours to respond to incidents … pressure is increasing: US Airways took heat for waiting for 13 minutes to put out information after one of its planes landed in the Hudson River in New York.
  • Forget the normal way you do things … Can’t think the same way or say things the same way … Because your audience WILL NOT think the same way they normally do !
  • A communications response to a crisis must be: immediate … occupy the public space … because of social media being out there with relevant, accurate information within minutes will go a long way to establish your voice as one of authority … people will then look for you !
  • Proven record … lots of scientific evidence and research behind it. Used by many large government organizations involved in emergency response/management. Based on differences in how our brains process information in routine situations and during a crisis or stressful times. Let me explain …
  • A communications response to a crisis must be: immediate … occupy the public space … because of social media being out there with relevant, accurate information within minutes will go a long way to establish your voice as one of authority … people will then look for you !
  • Let me explain … Can we afford to wait hours before we talk to the media or our audiences? Or wait hours for approval of a news release?
  • Brains turn mushy … diminished ability to process and retain info
  • Why should we continue to do things in the normal way … when our message won’t be heard ?
  • That’s a critical piece … Whole way to structure our messages.
  • Media clips: about 9 seconds North American: 3 words/second Three quotes/key messages in print stories
  • Media clips: about 9 seconds North American: 3 words/second Three quotes/key messages in print stories
  • If it works in a crisis situation and is easy to process … why not use the same process for communicating for special events … such as the G8?
  • Normally in the OPS we write for about grade 8 level … papers, usually between grade 6 (sun) and grade 8 (star/globe) … academic paper: much higher … During crisis: write for grade 2 or 3 to ensure right comprehension No jargon, no technical terms
  • If it works in a crisis situation and is easy to process … why not use the same process for communicating for special events … such as the G8?
  • Foleyet train in quarantine Possible bio threat Here’s how we handled it
  • Foleyet train in quarantine Possible bio threat Here’s how we handled it
  • Perception is reality
  • “ I feel your pain” … Establish emotional connection if possible …
  • Perception is reality
  • Perception is reality
  • Crisis communications nowadays closely linked with reputation management …
  • Prepare message maps on all your hazards … risk-specific communications Ensure you have trained spokespeople exercise key crisis communications components regularly … as part of exercise program crises will happen … are you prepared?
  • Prepare message maps on all your hazards … risk-specific communications Ensure you have trained spokespeople exercise key crisis communications components regularly … as part of exercise program crises will happen … are you prepared?

Transcript

  • 1. Message Mapping
      • Ryerson University
    • February 2011
    • Barry Radford
    • Patrice Cloutier
  • 2. Tonight’s presentation
    • Introduction
    • Understanding what's behind a message map
    • Preparing a message map
    • Delivering the message map
    • Group exercise
  • 3. Introduction
    • What is emergency information?
    • What our audiences need to know to protect themselves, their families, property and the environment.
    • What we need to communicate to help ensure our audiences will adopt the right behaviour during a crisis or emergency.
    • Also important: presenting your organization’s response to an incident under the best possible light.
  • 4. Know the hazards and risks
    • Different types of incidents
  • 5. The Social Media revolution Where are you?
  • 6. Changing expectations
    • Audiences expect a response from authorities within minutes.
  • 7. It's likely you, and your audiences, will be under stress!
    • What’s a crisis?
      • Surprise
      • Public scrutiny
      • Media coverage
      • Not routine
      • Loss of control
  • 8. Meeting the new challenges
    • Why use a crisis communications approach?
    • Avoid communications regret !
    • Use efficient risk communications process
  • 9. Message Mapping
    • Crisis communications technique developed by Dr. Vincent Covelo from New York.
    • Advised Mayor Giuliani prior to 9-11
    • Successful communications response using message mapping
      • Message maps pre-approved
      • Trained people
      • Lots of prior exercises
  • 10. Message Mapping
    • Message mapping
    • Science-based … on target messaging
    • Based on difference in brain functions/processes during a crisis as opposed to routine situations
    • Easy to use …. Visual representation
    • Anticipate issues and questions and develop key messages ahead of time
  • 11.
    • Why use a crisis communications approach?
      • Ensure effective communications and that your audience adopt the right behaviour.
      • Enhances your capacity to offer a prompt communications response to incidents and crises
      • Helps establish an organization’s credibility.
  • 12. Message Mapping: Prepare!
    • If you want to communicate promptly, you need to have pre-approved messages ready!
  • 13. How your prepare the message maps … Routine vs Crisis
    • To be heard, you need to craft the right messages!
    Routine … Crisis …
  • 14. Brain Processes
    • Our abilities change ...
  • 15. Brain Processes
    • What it means for communicators … the rule of 27/9/3
  • 16. The rule of 3 (cont’d)
    • 27/9/3 model: a critical tool
      • Based on rule of 3: three key messages each with three supporting messages or key facts
      • Easy to visualize and share for multiple purposes …
  • 17. The rule of 3
    • 27/9/3 model: a critical tool
      • Media: broadcast and print
      • Matches what brain retains during crises
      • Works for images too … different part of the brain …give you the ability to convey more info
  • 18. Changes in cognitive abilities
    • What’s also important?
      • The order of your messages …
  • 19. Other obstacle
    • Comprehension levels
  • 20. How you craft a message map
    • The order of your messages …
    • Impact on how you craft and deliver a message map ...
    • Level of comprehension ... we normally write for grade 6-8 level .... during a crisis, you need to adjust your language/vocabulary to grade two or three level ...
    • Here's what a message map looks like then
  • 21. Message Map Example How you read it ... from left to right the three key messages and then you repeat each message followed by the three supporting facts or messages … you can add message of empathy to start, end with call to action.
  • 22. Message Map Example
  • 23. Delivery
    • Verbal vs non-verbal
      • Things are totally reversed.
      • Routine: 75% verbal and 25 % non-verbal
      • Crisis: 75% non-verbal and 25% verbal
    • What’s also important? Show poise!
  • 24. Feel … No Mr. Roboto
    • Compassion, Competence, Optimism
  • 25. Virginia Tech … example of a good delivery
    • CCO template
      • Compassion
      • Competence/Conviction
      • Optimism
  • 26. Delivery
    • We will recover ...
    • Continue to invent the future at Virginia Tech, through our tears and blood.
    • Words matter and how you express them
  • 27. A textbook case   May 2008 August 2008 January 2009 Good opinion 74% 57% 88% Bad opinion 7 34 7
  • 28. Exercise scenario
    • The city received a note indicating that terrorists have contaminated the water. The threat does not specify the risk agent, time, or exact location. Law enforcement considers the threat as “credible and possible.” No actual attack confirmed at this point …
    • Task: prepare message map for the following audiences and concerns:
    • Audience 1: the public at large … focus on security of water system
    • And address these questions: are you shutting down the water supply? Is the water safe to drink? Is there an actual threat?
    • Audience 2: stakeholders (other municipalities that depend on your water) focus on supply and safety issues … how will you provide water for our residents? Is your water supply safe? Do you have a contingency plan?
    • Audience 3: people with medical conditions … worried … focus on prevention methods … Do I need to boil the water? Do you have bottled water?
    • Audience 4: municipal employees … focus on their safety … Are we safe at other treatment plants? Other municipal facilities? Are there other threats?
  • 29. In Summary
    • Anticipate
    • Prepare
    • Practice
    • Questions ???
  • 30. Barry's blog: http://barryradford.wordpress.com Patrice's blog: http://crisiscommscp.blogspot.com/ PTSC-Online.ca