Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
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
Upcoming SlideShare
Loading in …5
×

Omron

2,046 views

Published on

Presentation to police officers and other members of the Ontario Media Relations Officers Network (OMRON)

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

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

×