Everbridge Webinar - Message Mapping: Can You Hear Me Now?


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During an emergency, fast and clear communication can make the difference between an effective response and a prolonged crisis. As communication methods expand, keeping up with the latest crisis communication tools can be challenging. Do you have a proactive communication plan that addresses today’s issues?
Join distinguished crisis communication expert, author, consultant, and educator, Dr. Robert C. Chandler, as he shares his methodology, patented research and insight into the latest and most sophisticated version of message mapping, for use before, during and after an event.

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Everbridge Webinar - Message Mapping: Can You Hear Me Now?

  1. 1. Message Mapping: Can You Hear Me Now? Robert C. Chandler, Ph.D. Di t Ni h l S h l f C i tiDirector, Nicholson School of Communication
  2. 2. About Everbridge • Leader in incident notification systems • Fast-growing global company with more than 1 000 clients in moremore than 1,000 clients in more than 100 countries • Serve the Global 2000, healthcare systems state and local governmentsystems, state and local government, federal government, military, financial services firms, and universities • 100% focused on incident notification100% focused on incident notification solutions that merge technology and expertise 2
  3. 3. Agenda Part 1: Presentation • The latest rules for message mapping• The latest rules for message mapping • Must-have tools for creating messages • Why formalized, planned communication is vital to emergencyy p g y preparedness Part 2: Q&APart 2: Q&A 3
  4. 4. Note: slides are currently available to everyone on Q&A available to everyone on blog.everbridge.com Use the Q&A function tofunction to submit your questionsquestions. 4
  5. 5. Bracing for the 2010 Hurricane Season Message Mapping: Can You Hear Me Now? Hurricane Season Dr. Robert Chandler University of Central Floriday
  6. 6. 6
  7. 7. The challenges: Communication (Just a few…) • Insufficient communication planning • Psychological noise Crisis i t• Communication breakdowns (messages, processes, people) communicators must overcome these challenges 7
  8. 8. The challenges: Recipient / Message • Attention • Perception • Selection • Behavioral request• Perception • Understanding C h i • Behavioral request • Feedback • Comprehension Crisis communicators must overcome these challenges}overcome these challenges}
  9. 9. Three tiers of an effective message 9
  10. 10. Anatomy of an emergency notification messagenotification message DA 4 - 3 & 30 - 60 & 6 Danger - Action Structure 4 Key Components 3 t & 30 d3 sentences & 30 words 60 readability score & 6th grade reading levelg (Chandler Method)
  11. 11. Four components of effective emergency notification messagesnotification messages Information Urgency Message Instructions Confirmation 11
  12. 12. The solution: Message Maps What are Message Maps? • A database of messages in predictableg p 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. 12
  13. 13. Audience pollp Have you implemented message maps in your tifi ti t ?notification system? О Not started О W ki itО Working on it О Completed
  14. 14. Audience results
  15. 15. Next step: C ti b i Ch dl i fi tCreating a basic Chandler message map in five easy steps 1. Begin with the overall communication goals in mind 2. Determine the messages & audiences (who & what) for each Crisis Phase 3. Identify three sub-points that relate to the goal for each 4. Create matrix of Predictable Sequences for Messages 5. Create three sentences for each message goal (Tier 3) 15
  16. 16. Message matrices • Who / what / how of messages • How to build a message matrix
  17. 17. Message matrices Audience Key Messages Com. Channel Timing Spokesperson Employees Customers Suppliers Investors Community Leaders Regulators, government Media General public 17
  18. 18. Basic message mapping tools • Stock templates • Word choices • Keyword lists • Lexicon • Thesaurus • Goals and strategies 18
  19. 19. Next step: Th d d th b d f i id t tifi tiThe good and the bad of incident notification 19
  20. 20. Effective communication strategies • Be first, be right, be credible • A k l d ith th• Acknowledge with empathy • Explain and inform about risk • Describe what you know, don’t know, and what you’re doing about it C• Commit to continued communication • Keep communication channels open 20
  21. 21. Always remember • Nothing can destroy hard-earned credibility more quickly than failurey q y to communicate well in a crisis. • The message you send represents everyone in your organization from theeveryone 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.
  22. 22. Incident Notification Marc Ladin Chief Marketing Officer, Everbridge 22
  23. 23. Incident notification solutions address common communication challengescommon communication challenges • Communicate quickly easily and • Reduce miscommunications and• Communicate quickly, easily, and efficiently with large numbers of people in minutes, not hours, making sure that the lines of communication • Reduce miscommunications and control rumors with accurate, consistent messages are open • Receive feedback from your messages by using polling • Satisfy regulatory requirements with extensive and complete ti f i ti tt tmessages by using polling capabilities • Ensure two-way communications reporting of communication attempts and two-way acknowledgements from recipients Ensure two way communications to get feedback from message receivers • Deliver refined, prepared , timed messages to each pre-designated audience group, by scenario 23
  24. 24. Key evaluation criteria for an i id t tifi ti tincident notification system E i d ti• Experience and expertise • Ease of use • Ease of integration 24
  25. 25. Missed anything? Slides are currently available on Q&A blog.everbridge.com Use the Q&A function tofunction to submit your questionsquestions. 25
  26. 26. Crisis communication resources b R b t C Ch dl Ph Dby Robert C. Chandler, Ph.D. Additi l th d th d b kAdditional authored or co-authored books include: • Surviving the Pandemic: A Communication Management Guide for Business • Crisis and Emergency Communication Planning • Media Relations • Crisis Communication PlanningAvailable on • Crisis Communication Planning • Pandemics: Business Continuity Planning Priorities for the Coming Outbreak • Disaster Recovery and the News Media Available on Amazon.com (free shipping) and other online • Managing Risks for Corporate Integrity: How to Avoid an Ethical Misconduct Disaster booksellers 26
  27. 27. Contact information Communication resources Robert C. Chandler, Ph.D. h dl@ il f d White papers, literature, case studies www.everbridge.com/resources Upcoming webinars: • System Demo (November 16) b id / bircchandl@mail.ucf.edu 1.407.823.2681 www.everbridge.com/webinars Follow us: blog.everbridge.com Marc Ladin marc.ladin@everbridge.com 1 818 230 9700 g g twitter.com/everbridge facebook.com/everbridgeinc youtube.com/user/everbridge 1.818.230.9700 Reminder Everbridge Insights webinars qualify for Continuing Education Activity Points (CEAPs) for DRII certifications. Visit www.drii.org to register your credit. Item Number (Schedule II): 26.3 Activity Group: A 1 Point for each webinar