Any risk controversy will challenge an organization to design messages that stakeholders can understand and accept—even when they are under high stress. The solution is to develop “a limited number of key messages that are brief, credible, and clearly understood” (Covello, Minamyer & Clayton, 2007). This presentation offers an introduction to the message map, which is our primary tool for managing an organization's messages to stakeholders during a high-stress event, such as an outbreak of foodborne illness that triggers a product recall.

1. Message Maps for Foodborne Outbreaks and Product Recalls
Anatomy of the Message Map
www.MessageMaps.org | Rusty Cawley, APR

2. The basic template
Category of stakeholder:
Ques3on or concern:
Key message 1 Key message 2 Key message 3
SupporAng informaAon 1-1 SupporAng informaAon 2-1 SupporAng informaAon 3-1
SupporAng informaAon 1-2 SupporAng informaAon 2-2 SupporAng informaAon 3-2
SupporAng informaAon 1-3 SupporAng informaAon 2-3 SupporAng informaAon 3-3

3. The top Aer idenAfies stakeholders and the
quesAon or concern the map will address.
Category of stakeholder:
Ques3on or concern:
Key message 1 Key message 2 Key message 3
SupporAng informaAon 1-1 SupporAng informaAon 2-1 SupporAng informaAon 3-1
SupporAng informaAon 1-2 SupporAng informaAon 2-2 SupporAng informaAon 3-2
SupporAng informaAon 1-3 SupporAng informaAon 2-3 SupporAng informaAon 3-3

4. The middle Aer contains the three key messages
we want stakeholders to understand.
Category of stakeholder:
Ques3on or concern:
Key message 1 Key message 2 Key message 3
SupporAng informaAon 1-1 SupporAng informaAon 2-1 SupporAng informaAon 3-1
SupporAng informaAon 1-2 SupporAng informaAon 2-2 SupporAng informaAon 3-2
SupporAng informaAon 1-3 SupporAng informaAon 2-3 SupporAng informaAon 3-3

5. The boIom Aer contains the three sets of
supporAng informaAon for each key message.
Category of stakeholder:
Ques3on or concern:
Key message 1 Key message 2 Key message 3
SupporAng informaAon 1-1 SupporAng informaAon 2-1 SupporAng informaAon 3-1
SupporAng informaAon 1-2 SupporAng informaAon 2-2 SupporAng informaAon 3-2
SupporAng informaAon 1-3 SupporAng informaAon 2-3 SupporAng informaAon 3-3

6. The Rule of Three
• To be effecAve, a message map must:
– Present three key messages.
– Repeat each key message three Ames.
– Prepare three supporAng message for each key
message.
(Covello, 2002; NCFPD, 2007)

7. The 27/9/3 Rule
• We will limit each message in the map to 27
words or fewer.
• We will deliver each message in 9 seconds or
fewer.
• Each map will include 3 key messages.
(Covello, 2002; NCFPD, 2007

8. Sources
• Covello, V. (2002). Message Mapping, Risk and Crisis CommunicaAon: Invited
Paper Presented at the World Health OrganizaAon Conference on Bio-
terrorism and Risk CommunicaAon, Geneva, Switzerland.
– hIp://rcfp.pbworks.com/f/MessageMapping.pdf
• Covello, V., Minamyer S. & Clayton K. (2007). EffecAve Risk and Crisis
CommunicaAon during Water Security Emergencies: Summary Report of EPA
Sponsored Message Mapping Workshop
– hIps://www.epa.gov/sites/producAon/files/2015-08/documents/
effecAve_risk_and_crisis_communicaAon_during_water_security_emergencies.pdf
• NCFPD: NaAonal Center for Food ProtecAon and Defense (2007; revised 2016).
Risk Communicator Training for Food Defense Preparedness, Response &
Recovery.
– hIps://www.foodinsight.org/
Risk_Communicator_Training_for_Food_Defense_Preparedness_Response_Recovery