Effective Messaging and Message Mapping - New England


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Effective Messaging and Message Mapping - New England

  1. 1. Effective Messages and MessageMappingDr. Robert C. ChandlerDirector, Nicholson School of Communication
  2. 2. Agenda• Effective Messages• The latest rules for message mapping• Must-have tools for creating messages• Why formalized, planned communication is vital to emergency preparedness 2
  3. 3. The challenges: Communication(Just a few…)• Insufficient communication planning• Psychological noise Crisis• Communication breakdowns communicators (messages, processes, people) must overcome these challenges 3
  4. 4. The challenges: Recipient / Message• Attention • Selection• Perception • Behavioral request• Understanding • Feedback• Comprehension }Crisis communicators mustovercome these challenges
  5. 5. Three tiers of an effective message Moderate redundancy 5
  6. 6. Anatomy of an emergencynotification messageDA 4 - 3 & 30 - 60 & 6Danger - Action Sequence4 Key Components3 sentences & 30 words or less60 readability score & 6th gradereading level(Chandler Method)
  7. 7. Four components of effective emergencynotification messages Information Urgency Message Instructions Confirmation 7
  8. 8. Every stage of the crisis dictates your audience’sinformation requirements and your response 1. Warning 2. Risk Assessment 3. Response 4. Management 5. Resolution 6. Recovery
  9. 9. The solution: Message MapsWhat are Message Maps? • A database of messages in predictable sequences (templates, sample wording, etc.) • Checklist of important messages, audiences, etc. to serve as roadmap for communicating • Clear, concise messages created in advance of an incident that simplify complex concepts and improve communication during chaos • Useful before, during, and after an incident as well as for routine and on-going communication 9
  10. 10. Next step:Creating a basic Chandler message map in five easy steps1. Begin with the overall communication goals in mind2. Determine the messages & audiences (who & what) for each Crisis Phase3. Identify three sub-points that relate to the goal for each4. Create matrix of Predictable Sequences for Messages5. Create three sentences for each message goal (Tier 3) 10
  11. 11. Basic message mapping tools• Stock templates• Word choices • Keyword lists • Lexicon • Thesaurus• Goals and strategies 11
  12. 12. Message matrices• Who / what / how of messages• How to build a message matrix
  13. 13. Message matricesAudience Key Messages Com. Channel Timing SpokespersonEmployeesCustomersSuppliersInvestorsCommunityLeadersRegulators,governmentMediaGeneral public 13
  14. 14. Next step:The good and the bad of incident notification 14
  15. 15. Effective communication strategies• Be first, be right, be credible• Acknowledge with empathy• Explain and inform about risk• Describe what you know, don’t know, and what you’re doing about it• Commit to continued communication• Keep communication channels open 15
  16. 16. Always remember• Nothing can destroy hard-earned credibility more quickly than failure to communicate well in a crisis• The message you send represents everyone in your organization from the governor to the on-scene responders• Only quick, confident, actionable, and easily understandable communications will ensure your constituents’ life-safety
  17. 17. CommunicationContact information resources White papers, literature, case studies www.everbridge.com/resources blog.everbridge.com twitter.com/everbridge facebook.com/everbridgeinc youtube.com/user/everbridgeRobert C. Chandler, Ph.D.rcchandl@mail.ucf.edu1.407.823.2681
  18. 18. CommunicationContact information resources White papers, literature, case studies www.everbridge.com/resourcesFrancis Willett blog.everbridge.com twitter.com/everbridgeDirector of Services Delivery facebook.com/everbridgeincfrancis.willett@everbridge.com youtube.com/user/everbridge818.230.9512Rory Peters Ellen RollinsTraining & Education Service Manager Senior Account Managerrory.peters@everbridge.com ellen.rollins@everbridge.com818.230.9755 760.644.8403Marc Ladin Patrick StruverChief Marketing Officer Senior Account Executivemarc.ladin@everbridge.com patrick.struver@everbridge.com818.230.9733 818.230.9724