Sessio F Message Mapping.pptVIP

Session FMessage Mapping Session F Objectives List the steps involved in the message mapping process Complete several message maps for pandemic influenza messages for the public Learn how to conduct the message mapping process in country with other audiences Pre-pandemic Message Development Critical to strategize information needs and develop messages before a pandemic Stakeholder information needs during a pandemic will only intensify There will be demand for accurate, clear, concise, consistent, credible, and reliable information Print (brochures) Web TV press conferences (interviews) Radio Message Maps Strategic tool for communication practitioners Provide a unifying framework for information Core content developed in message maps provide consistency across channels Spokespeople Print materials Electronic materials Provide practitioners a process for the pre-development of materials Mapping process Create teams Subject-matter experts Communications Policy/management/legal Identify reviewers 1-2 Knowledgeable Not on teams Draft Overarching Message Map for (Insert Topic Here) Title of Map (Should refer to topic of map and also timing, e.g. Pandemic Flu Pre-Event Messages, Map #1 Stakeholder: General Public (could be any group, e.g., policymakers, media) Question or Concern: (e.g., what should we know about pandemic influenza as of 3/16/05?) Overarching Messages (short form): This message should contain three sentences and three related concepts at most. It should require roughly 27 words. It should be stated as simply as possible. Team Action:Message Map Development #1 Title of the map: [insert] Pandemic Influenza, pre-event messages Stakeholders (or target audience): [insert] Teams identify a target audience for map exercise Question or concern: [group brainstorm] Discuss data sources for audience questions or concerns What questions are predictable? Where can you get data to help identify trends? Primary research? Secondary research? SME’s, role