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DEVELOPING AND USING MESSAGE MAPS v. Kentucky 1005

DEVELOPING AND USING MESSAGE MAPS v. Kentucky 1005. Dick Tardif, Ph.D. Oak Ridge Institute for Science and Education 210-698-0063 tardifd@orau.gov. Process. Personnel Stakeholders and their concerns Key messages and supporting facts Review Cooperation Use. PERSONNEL. Teams

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DEVELOPING AND USING MESSAGE MAPS v. Kentucky 1005

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  1. DEVELOPING AND USING MESSAGE MAPSv. Kentucky 1005 Dick Tardif, Ph.D. Oak Ridge Institute for Science and Education 210-698-0063 tardifd@orau.gov

  2. Process • Personnel • Stakeholders and their concerns • Key messages and supporting facts • Review • Cooperation • Use

  3. PERSONNEL • Teams • Subject-matter experts • Communications • Policy/management/legal • Reviewers • 1-2 • Knowledgeable • Not on teams

  4. Identifying Stakeholders • Who is • Affected • Interested • Influential

  5. Identifying Stakeholders and Their Specific Concerns • History • Specific • Related • General • Subject-matter experts • Role Playing

  6. Sorting Concerns to Categories • Manageable “chunks” • Example: Smallpox The disease Vaccine safety Quarantine and isolation • Example: Pandemic Influenza Pandemics Antivirals Preparedness Response H5N1 Influenza Mental Health Vaccines Early Event

  7. 3 Key Messages • 27 words (9 seconds) total • Order of importance: 1/3/2 • 4 grade levels below audience average • Avoid unnecessary absolutes • Avoid unnecessary negative terms, images • Each can stand alone.

  8. 3 Supporting Facts/Message • Same criteria as for key messages • Except reading level can be 2 grades higher • Visual aids • Anecdotes • Cite credible third parties • Sources of more information

  9. Reviewing Messages • Within team • Among teams • In organization but outside team

  10. Cross-Checking Documents • Planned • In progress • Finished product

  11. Testing Messages • With stakeholders • With partners • With others?

  12. Cooperation • Who else should have your message maps before you begin delivering messages?

  13. Using Messages:Overarching Message • One message map • “What should people know about this topic?” • You want out regardless of questions asked • Your opening statement at a presentation • Be sure it gets delivered • Bridge to it if necessary • “A port in a storm”

  14. Using Messages – Interviews 1 • TV news, newspaper article • Give 3 key messages in response to question • Supporting facts • In follow-up • By bridging • Provide/bridge to overarching message

  15. Using Messages – Interviews 2 • TV talk show, newspaper feature article • 3 key messages • Key message 1 with its supporting facts • Key message 2 with its supporting facts • Key message 3 with its supporting facts • Conclude with 3 key messages • Use “signposting”

  16. Using Messages – Interviews 3 • Press conference • 3 key messages • Supporting facts for first key message • Conclude with 3 key messages

  17. Using Messages – Fact Sheets • Title: stakeholder concern • ¶ 1: Introduction = 3 key messages • ¶ 2: Key message 1 + its supporting facts • ¶ 3: Key message 2 + its supporting facts • ¶ 4: Key message 3 + its supporting facts • ¶ 5 Conclusion = repeat 3 key messages • Include visual aids

  18. Using Messages – Exhibits • Title panel: stakeholder concern • 3 panels • Each with 1 key message and its 3 supporting facts • Handouts on table below panels

  19. Oral Presentations(Town Hall Meetings) • Maximum 3 speakers • Maximum 20 minutes total • Maximum 3 key messages • With supporting data

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