Effective Message Mapping for Emergency Communications
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The document discusses message mapping as a crisis communication technique. Message mapping involves developing 3 key messages for different audiences, with each key message supported by 3 sub-points. It is based on research showing people can only process 3 pieces of information at a time during a crisis. The document provides an example message map addressing a water contamination threat and outlines best practices for crafting, ordering, and delivering message maps to different audiences during an emergency situation.
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Effective Message Mapping for Emergency Communications
- 5. The Social Media revolution Where are you?
- 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.
- 27. A textbook case  May 2008 August 2008 January 2009 Good opinion 74% 57% 88% Bad opinion 7 34 7
- 30. Barry's blog: http://barryradford.wordpress.com Patrice's blog: http://crisiscommscp.blogspot.com/ PTSC-Online.ca
Editor's Notes
- 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?