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How to create a message map
The document provides guidance on creating effective message maps for communication, focusing on key messages and supporting details. It emphasizes the importance of clarity and brevity, encapsulated in the 'rule of three' and the '27/9/3 rule' for message delivery. Additionally, the document offers specific examples related to anthrax to illustrate the concepts discussed.
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How to create a message map
- 1. How to Create aMessage Map* Rusty Cawley, APR | TheColdCrisis.com * Condensed from the National Center for Food Protection and Defense’s “Risk Communicator Training for Food Defense Preparedness, Response & Recovery,” module 3, topic 2.
- 3. What is amessage map? Key Message # 1 Key Message # 2 Key Message # 3 Supporting message 1a Supporting message 2a Supporting message 3a Supporting message 1b Supporting message 2b Supporting message 3b Supporting message 1c Supporting message 2c Supporting message 3c
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- 6. The Rule ofThree 1. Just three key messages. 2. Repeat each three times. 3. Three supporting messages for each.
- 7. The 27/9/3 Rule 1.Sound bite: 27 words 2. Deliver in just nine seconds 3. Limit: 3 key messages
- 8. The three mostimportant things … • You want your audience to know? • Your audience wants to know? • Your audience is likely to get wrong?
- 9. Key Message #1 Key Message # 2 Key Message # 3 Supporting message 1a Supporting message 2a Supporting message 3a Supporting message 1b Supporting message 2b Supporting message 3b Supporting message 1c Supporting message 2c Supporting message 3c
- 10. # 1 1a 1b 1c Key Message Should beable to stand alone
- 11. # 1 1a 1b 1c Key Message Should beable to stand alone Three supporting messages
- 12. What should Iknow about anthrax? 1. Anthrax is a disease that can affect people and animals. 2. Anthrax occurs naturally in the soil. 3. Anthrax is both preventable and treatable. 1a. Anthrax is caused by bacteria that form spores. 2a. Anthrax occurs worldwide. 3a. Effective vaccines are available for livestock. 1b. The spores can be inhaled, swallowed or may enter through the skin. 2b. Spores are resistant to most disinfectants. 3b. Vaccines for humans are developed, and may be used before or after exposure. 1c. Animals most often affected are cattle, sheep and goats. 2c. Anthrax spores can survive for many years in soil without an animal host. 3c. Early treatment with antibiotics can be effective.
- 13. Benefits? Create messages inadvance.
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- 15. Benefits? Identify gaps inyour knowledge.
- 16. • A message mapanswers the most likely questions.
- 17. • Three key messages •Repeat three times • Three supporting messages
- 18. • A soundbite • < 27 words • < 9 seconds.
- 19. To learn more, visitTheColdCrisis.com Search: #COLDCRISIS