Message Mapping                 OMRON                June 2012       Patrice Cloutier
1.   Introduction2.   Context … and challenges3.   Understanding whats behind a message map4.   Preparing a message map5. ...
 PIO support to incident commander   Pressure to communicate is immediate   Not just traditional media   Every inciden...
What is emergency information? What our audiences need to know to protect  themselves, their families, property and the  ...
 Different types of incidentsKnow the hazards and risks
The Social Media revolution               Where are                 you?
 Audiences expect a response from authorities  within minutes.Changing expectations
 What’s a crisis?  ◦ Surprise  ◦ Public scrutiny  ◦ Media coverage  ◦ Not routine  ◦ Loss of controlIts likely you, and y...
 Why use a crisis communications approach?• Avoid communications regret !• Use efficient risk communications processMeeti...
 Why use a crisis communications approach?• It’s about speed … and occupying the public space• To meet the challenge … ne...
The first P: Procedures•Simple, intuitive•Your people need to be familiar with them•Principals, alternates and second alte...
The second P: People•Trained spokesperson•Top commanders and executives•Principals, alternates and second alternates•Famil...
The third P: Preparation•Crisis communications technique•Pre-approved messaging•Identified audiences and channels to reach...
The fourth P: Practice•A plan untested is a plan unproven•Principals and alternates•Communications component to every exer...
The fifth P: Platforms•Notifications and alerts•Social networks   • Twitter   • Facebook   • Youtube   • Others•Social med...
Message Mapping Crisis communications technique  developed by Dr. Vincent Covelo from  New York. Advised Mayor Giuliani ...
 Message mapping• Science-based … on target messaging• Based on difference in brain functions/processes during  a crisis ...
 Why use a crisis communications approach?  ◦ Ensure effective communications and that your    audience adopt the right b...
Message Mapping: Prepare!  If you want to communicate promptly,   you need to have pre-approved   messages ready!
How your prepare the messagemaps … Routine vs CrisisTo be heard, you need to craft theright messages!       Routine …     ...
Brain Processes       Our abilities change ...
Brain Processes       What it means for communicators …        the rule of 27/9/3
The rule of 3 (cont’d)• 27/9/3 model: a critical tool   • Based on rule of 3: three key messages each with     three suppo...
The rule of 3• 27/9/3 model: a critical tool   • Media: broadcast and print   • Matches what brain retains during crises  ...
Changes in cognitive abilities   • What’s also important?     • The order of your messages …
Other obstacle        Comprehension levels
How you craft a message map•The order of your messages …• Impact on how you craft and deliver a message map ...• Level of ...
Message Map ExampleH ow you re ad it ... from le ft to righ t th e th re e ke y m e s s age s and th e n youre p e at e ac...
Message Map Example
Delivery      • Verbal vs non-verbal           • Things are totally reversed.           • Routine: 75% verbal and 25 % non...
Feel … No Mr. Roboto   Compassion, Competence, Optimism
Virginia Tech … example of a good delivery   • CCO template     • Compassion     • Competence/Conviction     • Optimism
Delivery• We will recover ...• Continue to invent the future at Virginia  Tech, through our tears and blood.• Words matter...
A textbook case               May    August  January                2008   2008    2009Good opinion   74%    57%     88%Ba...
 Anticipate       Prepare       Practice       Questions ???In Summary
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Presentation to police officers and other members of the Ontario Media Relations Officers Network (OMRON)

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  • Here’s a brief overview of what we’ll cover today … Don’t hesitate to interrupt me !
  • 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.
  • 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 !
  • 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 !
  • 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 !
  • 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 !
  • 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 !
  • 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 !
  • 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?
  • Omron

    1. 1. Message Mapping OMRON June 2012 Patrice Cloutier
    2. 2. 1. Introduction2. Context … and challenges3. Understanding whats behind a message map4. Preparing a message map5. Delivering the message mapToday’s presentation
    3. 3.  PIO support to incident commander  Pressure to communicate is immediate  Not just traditional media  Every incident has a reputation management component  Need for SM monitoringChanging expectations
    4. 4. 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.Introduction
    5. 5.  Different types of incidentsKnow the hazards and risks
    6. 6. The Social Media revolution Where are you?
    7. 7.  Audiences expect a response from authorities within minutes.Changing expectations
    8. 8.  What’s a crisis? ◦ Surprise ◦ Public scrutiny ◦ Media coverage ◦ Not routine ◦ Loss of controlIts likely you, and your audiences,will be under stress!
    9. 9.  Why use a crisis communications approach?• Avoid communications regret !• Use efficient risk communications processMeeting the new challenges
    10. 10.  Why use a crisis communications approach?• It’s about speed … and occupying the public space• To meet the challenge … need the five Ps • Procedures • People • Preparation • Practice • PlatformsMeeting the new challenges
    11. 11. The first P: Procedures•Simple, intuitive•Your people need to be familiar with them•Principals, alternates and second alternates•Think middle of the night on a weekend !•Delegation of authority•FlexibleThe Crisis Communications Plan
    12. 12. The second P: People•Trained spokesperson•Top commanders and executives•Principals, alternates and second alternates•Familiarize with plan and procedures•Demonstrate confidence and competence What you want to avoidThe Crisis Communications Plan
    13. 13. The third P: Preparation•Crisis communications technique•Pre-approved messaging•Identified audiences and channels to reach themThe Crisis Communications Plan
    14. 14. The fourth P: Practice•A plan untested is a plan unproven•Principals and alternates•Communications component to every exerciseThe Crisis Communications Plan
    15. 15. The fifth P: Platforms•Notifications and alerts•Social networks • Twitter • Facebook • Youtube • Others•Social media monitoringThe Crisis Communications Plan
    16. 16. 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
    17. 17.  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 timeMessage Mapping
    18. 18.  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.
    19. 19. Message Mapping: Prepare!  If you want to communicate promptly, you need to have pre-approved messages ready!
    20. 20. How your prepare the messagemaps … Routine vs CrisisTo be heard, you need to craft theright messages! Routine … Crisis …
    21. 21. Brain Processes  Our abilities change ...
    22. 22. Brain Processes  What it means for communicators … the rule of 27/9/3
    23. 23. 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 …
    24. 24. 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
    25. 25. Changes in cognitive abilities • What’s also important? • The order of your messages …
    26. 26. Other obstacle  Comprehension levels
    27. 27. 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 grade6-8 level .... during a crisis, you need to adjust yourlanguage/vocabulary to grade two or three level ...Heres what a message map lookslike then
    28. 28. Message Map ExampleH ow you re ad it ... from le ft to righ t th e th re e ke y m e s s age s and th e n youre p e at e ach m e s s age followe d b y th e th re e s u p p orting facts or m e s s age s… you can ad d m e s s age of e m p ath y to s tart, e nd with call to action.
    29. 29. Message Map Example
    30. 30. 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!
    31. 31. Feel … No Mr. Roboto  Compassion, Competence, Optimism
    32. 32. Virginia Tech … example of a good delivery • CCO template • Compassion • Competence/Conviction • Optimism
    33. 33. Delivery• We will recover ...• Continue to invent the future at Virginia Tech, through our tears and blood.• Words matter and how you express them
    34. 34. A textbook case   May  August  January  2008 2008 2009Good opinion 74% 57% 88%Bad opinion    7 34  7
    35. 35.  Anticipate  Prepare  Practice  Questions ???In Summary

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