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.

1. Message Mapping Ryerson University February 2011 Barry Radford Patrice Cloutier

2. Tonight’s presentation Introduction Understanding what's behind a message map Preparing a message map Delivering the message map Group exercise

3. Introduction 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.

4. Know the hazards and risks Different types of incidents

5. The Social Media revolution Where are you?

6. Changing expectations Audiences expect a response from authorities within minutes.

7. It's likely you, and your audiences, will be under stress! What’s a crisis? Surprise Public scrutiny Media coverage Not routine Loss of control

8. Meeting the new challenges Why use a crisis communications approach? Avoid communications regret ! Use efficient risk communications process

9. 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

10. Message Mapping 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 time

11. 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.

12. Message Mapping: Prepare! If you want to communicate promptly, you need to have pre-approved messages ready!

13. How your prepare the message maps … Routine vs Crisis To be heard, you need to craft the right messages! Routine … Crisis …

14. Brain Processes Our abilities change ...

15. Brain Processes What it means for communicators … the rule of 27/9/3

16. 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 …

17. 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

18. Changes in cognitive abilities What’s also important? The order of your messages …

19. Other obstacle Comprehension levels

20. 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 grade 6-8 level .... during a crisis, you need to adjust your language/vocabulary to grade two or three level ... Here's what a message map looks like then

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.

22. Message Map Example

23. 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!

24. Feel … No Mr. Roboto Compassion, Competence, Optimism

25. Virginia Tech … example of a good delivery CCO template Compassion Competence/Conviction Optimism

26. Delivery We will recover ... Continue to invent the future at Virginia Tech, through our tears and blood. Words matter and how you express them

27. A textbook case May 2008 August 2008 January 2009 Good opinion 74% 57% 88% Bad opinion 7 34 7

28. Exercise scenario The city received a note indicating that terrorists have contaminated the water. The threat does not specify the risk agent, time, or exact location. Law enforcement considers the threat as “credible and possible.” No actual attack confirmed at this point … Task: prepare message map for the following audiences and concerns: Audience 1: the public at large … focus on security of water system And address these questions: are you shutting down the water supply? Is the water safe to drink? Is there an actual threat? Audience 2: stakeholders (other municipalities that depend on your water) focus on supply and safety issues … how will you provide water for our residents? Is your water supply safe? Do you have a contingency plan? Audience 3: people with medical conditions … worried … focus on prevention methods … Do I need to boil the water? Do you have bottled water? Audience 4: municipal employees … focus on their safety … Are we safe at other treatment plants? Other municipal facilities? Are there other threats?

29. In Summary Anticipate Prepare Practice Questions ???

30. Barry's blog: http://barryradford.wordpress.com Patrice's blog: http://crisiscommscp.blogspot.com/ PTSC-Online.ca