Message Mapping; Communication that makes impact

How To Prepare A Message That Resonant With The Audience.

Ishola Ayodele

Message Map figure 1

Message Map template figure 2

HOW TO CONSTRUCT A MESSAGE MAP

STEP 1

The first step is to identify stakeholders – interested, affected, or influential parties – for a selected issue or topic of high concern. Stakeholders can be distinguished further by prioritizing them according to their potential to affect outcomes and their credibility with other stakeholders.
For example, stakeholders in a crisis situation might include:
• Victims
• Victim families
• Directly affected individuals
• Emergency response personnel
• Public health personnel (local, county, state, national)
• Law enforcement personnel
• Hospital personnel
• Families of emergency response, law enforcement, and hospital personnel
• Government agencies (all levels)
 • The media (all types)
And so on

Stakeholders in the issue of New Policy might include

• Legal professionals
• Contractors
• Consultants
• Suppliers
• Ethic/minority groups
• Groups with special needs (e.g., elderly populations, disabled populations, home bound)
• The media (all types)
• Advisory panels
• Non-government organizations
• Educators
• Manufacturers
• Religious community
• Business community (e.g., tourism, food services, and recreation)
• Law makers
• General public
       And so on


STEP 2

The second step in message mapping is to identify a complete list of specific concerns for each important stakeholder group.
Questions and concerns typically fall into three groupings:
(1) Overarching questions (for example: What is the most important thing that the public should know about this issue?)
(2) Informational questions (for example: “What is the budget allocated for your response?”)
(3) Challenging questions or statements (for example: “Why should we trust what you are telling us?; “How many more people have to die before you take appropriate action?)

Lists of specific concerns and questions are typically generated through empirical research, including:
• Media content analysis (print, radio, television)
• Analysis of web site material
• Document review, including pubic meeting records, public hearing records, and legislative transcripts
• Reviews of complaint logs, hot line logs, toll free number logs, and media logs.
• Focused interviews with subject matter experts
• Facilitated discussion sessions with individuals that are intimately familiar with the issue
• Focus groups
• Surveys

Research indicates that more than 95 percent of the concerns that will be raised by any stakeholder in any controversy, conflict, crisis, or high concern situation can be predicted in advance using these techniques.


STEP 3

The third step in message map construction is to analyze the lists of specific concerns to identify common sets of underlying general concerns. Case studies indicate that most high concern issues are associated with no more than 15-25 primary underlying general concerns. As part of this step, it is often useful to create a matrix or table that matches stakeholders with their concerns. The vertical axis of the table would list stakeholders (in priority order). The horizontal axis of the table would list concerns.


STEP 4

The fourth step in message map construction is to develop key messages in response to each stakeholder question, concern, or perception (see Figure 2).

Key messages are typically developed through brainstorming sessions with a message mapping team. As noted above, the message mapping team typically consists of a subject matter expert, a communication specialist, a policy / legal / management expert, and a facilitator.

The brainstorming session produces message narratives -- usually in the form of complete sentences -- which are entered as key messages onto the message map. Alternatively, the brainstorming session produces keywords for each message, which are entered onto the message map. Keywords serve as an aid to memory. Each separate message should have no more than 1-3 keywords.
Key messages should be based on what the target audience:
(1) Most needs to know
(2) Most wants to know

The most important message map is the “O” Map – the map that contains and displays the organization’s overarching, key, or core messages. The “O” maps addresses:
– What you believe people should know about the issue or topic
– What you want people to know regardless of the questions that you are asked
– What you would put in your opening statement at a presentation or press conference

It is critical that the “O” map be delivered to the intended audience. One technique for assuring delivery is “bridging.” An example of a bridging statement is: “I want to remind you again…” The “O” map frequently serves as “a port in a storm,” especially when questioning becomes aggressive.

Message map development and construction by the message mapping team should be guided by the theories and principles of risk and crisis communication. For example, mental noise theory – one of the main theoretical constructs of risk and crisis communication – indicates that when people are upset they often have difficulty hearing, understanding, and remembering information. Mental noise can reduce a person’s ability to process information by more than 80 percent.

The challenge for risk and crisis communicators, therefore, is to (1) overcome the barriers that mental noise creates; (2) produce accurate messages for diverse audiences; and (3) achieve maximum communication effectiveness within the constraints posed by mental noise.

Solutions to mental noise theory that guide key message development specifically, and message mapping generally, include:
• Developing a limited number of key messages: ideally 3 key messages or one key message with three parts for each underlying concern or specific question (conciseness)
• Keeping individual key messages brief: ideally less than 3 seconds or less than 9 words for each key message and less than 9 seconds and 27 words for the entire set of three key messages (brevity)
• Developing messages that are clearly understandable by the target audience: typically at the 6th to 8th grade readability level for communications to the general public (clarity)

Additional solutions include:
• Placing messages within the message set so that the most important messages occupy the first and last positions
• Citing third parties that are perceived as credible
• Developing key messages and supporting information that address important risk perception and outrage factors such as trust, benefits, control, voluntariness, dread, fairness, reversibility, catastrophic potential, effects on children, memorability, morality, origin, and familiarity
• Using graphics, visual aids, analogies, and narratives (e.g., personal stories), which can increase an individual’s ability to hear, understand, and recall a message by more than 50 percent
• Balancing negative key messages with positive, constructive, or solution oriented key messages, employing a ratio of least 3:1
• Avoiding unnecessary, indefensible, or non-productive uses of the words no, not, never, nothing, none



STEP 5

The fifth step in message map construction is to develop supporting facts and proofs for each key message. The same principles that guide key message construction should guide the development of supporting information. Proof points are not necessarily included in the message map. Some may be held in reserve to support a particular message is challenged.


STEP 6

The sixth step in message map construction is to conduct systematic message testing using standardized message testing procedures. Message testing should begin by asking subject matter experts not directly involved in the original message mapping process to validate the accuracy of technical information contained in the message map. Message testing should then be done with:
(1) Surrogates for key internal and external target audiences;
(2) Partner organizations.
Sharing and testing messages with partners ensures message consistency and coordination.


STEP 7
The seventh, and final step, is to plan for the delivery of the prepared message maps through: (1) a trained spokesperson; (2) appropriate communication channels; and (3) trusted individuals or organizations.
Once developed, message maps can be used in to structure press conferences, media interviews, information forums and exchanges, public meetings, web sites, telephone hot line scripts, and fact sheets or brochures focused on frequently asked questions.

Message Map Sample figure 3

Guidelines for Using Message Maps

• Use one or all of the three key messages on the message map as a media sound bite.

• Repeat and bridge to the over-arching message map – the map that contains the most important information to be conveyed -- frequently during interviews.

• Present the sound bite in less than 9 seconds for television and less than 27 words for the print media.

• When responding to specific questions from a reporter or a stakeholder regarding a key message, present the supporting information from the message map in less than 9 seconds or 27 words.

• If time allows, present the key messages and supporting information contained in a messages map using the “Triple T Model”:
 (1) Tell people what you are going to tell them, i.e., key messages;
 (2) Tell them more, i.e., supporting information;
 (3) Tell people again what you told them, i.e., repeat key messages.

• Stay on the prepared messages in the message map; avoid “winging it.”

• Take advantage of opportunities to reemphasize or bridge to key messages.

• Keep messages short and focused.

• Be honest: tell the truth.

Just as I said in the last post that, “it is not what you say but what people hear that provoke actions or reactions and what they hear is a product of the meaning they give your choice of words”.

Please share your thoughts with me by clicking the post a comment box below

For more insightful information and resources about effective communication read How to communicate for impact 

Ishola Ayodele is a Public Relations practitioner and a member of the Nigerian Institute of Public Relations.

He offers the following services to Large Corporations, SMEs and Individuals.

Result Oriented Communication,
Effective Crisis Communication,
Effectual Political Communication,
Reputation and Image management,
And Impactful Presentation Coaching.

He can be reached on
BBM 58ED6030,
twitter @ishopr and via
Email: impactfulcommunications@gmail.com

THE POWER OF FRAMING

How the choice of words can Make or Mal your communication.
Ishola Ayodele (ANIPR).

Good intentions and sincerity of purpose alone do not guarantee public acceptance of a policy. It must be powered through a well thought and structured message and supporting information/communication.

On July 16, 2009, Harvard University professor Henry Louis Gates, Jr. returned home to Cambridge after a trip to China to research the ancestry of Yo-Yo Ma for ‘Faces of America’. Prof. Gates found the front door to his home jammed shut and, with the help of his driver, tried to force it open. A local witness reported their activity to the police as a potential burglary in progress. He was arrested but on July 21, the charges against Gates were dropped.

On July 22, President Barack Obama while trying to sell his Obamacare health care policy to the nation through a media conference and during the Q&A session a reporter brought the incident of prof. Gate up and asked if it had a racial undertone.
President Obama responded: "I don't know, not having been there and not seeing all the facts, what role race played in that. (He should have stopped here).
He continued: But I think it's fair to say, number one, any of us would be pretty angry; number two, the Cambridge police acted stupidly.

The following day the media were not reporting Obamacare, the headline was “Cambridge police are stupid”, Obama. And that was the beginning of the crisis the PR team of the president battled for weeks.

Rather than the whole nation talking about his Obamacare, they were criticizing him for saying the Cambridge police are stupid.

Fastward to August, 2016. The presidential economic team realized that there were some laws that were making it impossible for a seamless injection of fund into the economy.

To achieve this the  executive wanted to propose the 'emergency economic stabilization bill' which seek to
1) Amends Section 34(3) which stipulates that procurement process should be minimum of six months.
2) Give powers to give contractors 50 per cent mobilization fees unlike 15 per cent obtainable today.
3) Fast-track the process of sale or lease of public assets e.g. the presidential jets. And many more bottlenecks.

Unfortunately, for FG the screaming headlines were
-President Muhammadu Buhari’s proposal to assume *emergency powers* to revamp the nation's ailing economy. vanguardngr
- Buhari seeks *emergency powers* to tackle economy. The Nation
-The executive will be asking for the President to be given *sweeping powers* to set aside some extant laws. Independent

This bill that is yet to be submitted to the national assembly has started generating lots of criticism and has already divided the national assembly with some law makers already kicking against it.

This whole brouhaha was caused by one word yes one word *power*.
The Media have framed the word *power* has in the headlines to mean *absolute control* which the opposition sees as *dictatorship*(An attempt to crush them).

Consequently, what people are debating is not the merit or demerit of the bill but the perception they get from how it was framed by the media.

So, who is to be blamed? The FG off course, the special adviser on media knows the how powerful the media can be in framing issues and shaping public opinion he should have carried them along.

The FG's economic team would have gotten their idea framed well if they had hired a good PR firm to help them put together an effective media pally and table their idea directly to the media framing it this way.
“*The economy of Nigeria is heading towards a recession, Thus it beckons on us to amend some of our laws that is hindering the immediate injection of funds into the economy in other to revive it.

Consequently, the FG is proposing a bill to the National Assembly to *help the nation* amend these laws that may serve as bottlenecks to our rapid economic recovery*”

The statement, *help the nation* would have removed the partisan dichotomy and put the FG in good light as well as portraying antagonists of the bill as enemy of the nation.

At worse the headlines would have been
“Buhari seeks to amend the constitution for economic recovery”
Or “Buhari bows to restructuring seeks constitution amendment to revamp the economy” 

This is why Kristen Saulnier, (Communications Assistant TSNE) opined that
*“Framing is everything when it comes to getting your message across in the way that you intended”*

She also gave some ways we can frame our messages to include:
*Frame it so that it connects with societal issues such as economy, poverty unemployment.
*Frame it in such a way that it allies opposition’s fear.
The opposition wouldn't want a sitting president to have more power to crush them.
* Don’t deny people’s experiences or knowledge.
Denying people's experience/knowledge is a turn-off to the viewer/listener, who is put on the defensive or feels patronized or ignored.
* Frame it so it connects, rather than separates, various stakeholders.
This approach requires more footwork, but radically increases your reach.

Effective framing of messages can be achieved through what Dr. Vincent T. Covello, Director of the Center for Risk Communication, USA called *Message Mapping*

Some of the advantages of message mapping is that it helps in: 
(1) Identifying stakeholders early in the communication process;
(2) Anticipating stakeholder questions and concerns before they are raised;
(3) Organizing our thinking and developing prepared messages in response to anticipated stakeholder questions and concerns;
(4) Developing key messages and supporting information within a clear, concise, transparent, and accessible framework;
(5) Promoting open dialogue about messages both inside and outside the organization;
(6) Providing user friendly guidance and direction to spokespersons;
(7) Ensuring that the organization has a central repository of consistent messages;
(8) Encouraging the organization to speak with one voice.

Next page

Ishola Ayodele is a Public Relations practitioner and a member of the Nigerian Institute of Public Relations.

He offers the following services to Large Corporations, SMEs and Individuals.

Result Oriented Communication,
Effective Crisis Communication,
Effectual Political Communication,
Reputation and Image management,
And Impactful Presentation Coaching.

He can be reached on
BBM 58ED6030,
twitter @ishopr and via
Email: impactfulcommunications@gmail.com

Tips For Result Oriented Communication

COMMUNICATION THAT YIELDS THE DESIRED RESULTS.
Ishola Ayodele (ANIPR)

*How not to communicate*

Sacked Chairman House, Committee on Appropriations, Abdulmumin Jibrin, took evidence of budget padding by the speaker of the house of Representatives of Nigeria Hon. Yakubu Dogara and four other principal officers to the Department of State Service, DSS, with a plea on the agency to probe the embattled speaker.

In an interview with journalists
Yakubu Dogara was asked concerning the budget padding allegations levelled against him by Abdulmumin Jubrin.

*Reporter: there are allegations that you padded the budget. Is this true?

*Dogara: I'm a lawyer and lawmaker, I have never seen a law that says padding is an offense*😳(OMG). You are the journalists do your investigation and let me know.

*Reporter: Are you worried in anyway?

*Dogara: Worried! Why should I worry, I'm not worried.

              *Dogara's Mistakes*

1) he didn't know his audience. His audience was the citizens of Nigeria not the journalists in his front.

2) He wasn't prepared for the interview. Obviously his media/PR team are not professionals or perhaps he fails to listen to them.

3) He did state the fact, "Padding is not an offense according to his understanding of the Nigerian constitution as a lawyer"  but what Nigerians heard was "Yes, I stole but what can you do"

4) And obviously he was talking to himself when he said, "I'm not worried" but unfortunately for him what Nigerians heard was "Even if I stole, I don't care how you feel about it"

*Here are tips on how to communicate better*





1. *Know your audience*

 Being clear on who your message is meant for will help you tailor your message.

While this might seem like a lot of work, it can pay dividends when your audience responds to your message and  avoid using jargon when your audience won’t know what it means, and don’t use five words when one will do.


2. *Have a winning formula*

Speaking or writing in a way that creates a connection with your audience is a challenge One way to achieve this is to show that you understand where your audience is coming from and the challenges they’re facing.


3. *Develop your key messages*

Key messages are those things you want everyone to know about your organisation. Use one or two key messages throughout your promotion - these will help you stay focused and create consistency.

Communicate your message in ways that are meaningful to your audience, so choose words that will have maximum impact. Eg. ‘We’re open 24/7/365’ might mean something to a young audience but is probably meaningless to a 75 year old.


4. *Stories sell*

We all like a good story. They give us something to think about and can be a great way of illustrating key points.

Either make sure you get the person’s written permission before writing about them or, if your story includes a young person make sure their parent or guardian provides written consent.

Alternatively, you can make stories anonymous by changing personal details and using pictures from an online image bank such as istock.com Testimonials from satisfied customers are also a good way of boosting your credibility.


5. *Use framing before facts*

Often times we assume that all we need is to convince people are facts. Which informs sayings like "the fact says it all", "statistics don't lie". The truth is that what people choose to do or believe is a reflection of their mindset.

Fact is just a tool, only the user's ability can make the difference. Statistics says we are the second biggest economy in Africa but that won't convince an  average man on the street that Nigeria's economy is worse.

As a communicator we must learn to frame messages in such a way that the facts we presented can make  meaning to our audience.


6. *Their message not yours*

Often times we prepare messages from our own point of view whereas the message is meant for others.

If you want your message to make a meaningful impact then you must realize that you are talking to the most sophisticated computer (the human brain) which will not just take in message hook line and sinker. It will decipher your message and gives it its own interpretation if your wasn't clear and concise enough.

Please share your thoughts with me by clicking the post a comment box below


For more insightful information and resources about effective communication visit http://bit.ly/2bcctfR

Ishola Ayodele is a Public Relations practitioner and a member of the Nigerian Institute of Public Relations.
He offers the following services to Large Corporations, SMEs and Individuals.

Result Oriented Communication,
Effective Crisis Communication,
Effectual Political Communication,
Reputation and Image management,
And Impactful Presentation Coaching.

He can be reached on
BBM 58ED6030,
twitter @ishopr and via
Email impactfulcommunications@gmail.com

Why Should Professionals Treat Reputation As An Asset

REPUTATION, The Asset That Will Make or Break Your Career

In in his book,  'The 48 Law of piwer' by
Robert Greene states that, "So Much Depends on Reputation – Guard it with your Life".

Reputation is a the beliefs or opinions that are generally held about someone or something.

In the fighting in the North African desert during World War II, the German general Erwin Rommel had a reputation for cunning and deceptive maneuvering that struck terror into everyone who faced him. Even when his forces were depleted and the British tanks outnumbered his by five to one, entire cities would be evacuated at the news of his approach.

During China’s War of the Three Kingdoms (A.D.207-265), General Liang was able to fool his rival Sima Yi simply by letting his track record for being an undefeated leader in battle do the work for him. Liang’s troops were far outnumbered by Sima Yi’s, yet he devised a clever last resort plan. Liang donned a Taoist robe and played the lute upon the wall of the city he was defending. His soldiers opened the gates and hid. When Sima Yi’s troops advanced upon the unguarded city, Yi recognized his opponent sitting alone upon the wall. Fearing a trap, Sima Yi called his soldiers to retreat.

As they say, your reputation inevitably precedes you

Regardless of who you are or how high up you are in the corporate hierarchy, if you make a big enough mistake, then you could be fired. Worse, you might actually ruin your career.

Reputation is a treasure to be carefully collected and hoarded. Especially when you are first establishing it, you must protect it strictly, anticipating all attacks on it.

In his book “The Power of Reputation: Strengthen the Asset That Will Make or Break Your Career,” Chris Komisarjevsky , former CEO of Burson-Marstellar, offers an action plan for strengthening your most important asset.

Why should professionals treat reputation as an asset?

In every facet of our lives — personal and professional — reputation is one of our most treasured and powerful assets. And I use the word “asset” intentionally, because reputation, like any asset, has exchange value.

I look on reputation as an asset from two perspectives.

First, we own our reputation and it is extraordinarily important to our careers and our success. How we behave and, in turn, what we do, become career assets. All of that is under our own control. In short, we are responsible for the views that others have of us and those views make a difference to our own career success. Since we own our reputation and can do something about it, it has value. It is an asset.

Second, as an asset, reputation has exchange value, much like any currency. We may not be using cash or bartering, but we engage in active exchanges based on the value of our reputation. If our reputation is strong and positive, we are able to attract business, gain support for our initiatives and ideas, earn that promotion or get that coveted new position. However, if our reputation is weak or negative, none of that happens.
Quite frankly, your reputation is the asset that will make or break your career.

What are a few key steps to ensure that our reputation endures all of the ups and downs that occur during a career?
In my view, there are three:

First, be sure to have a strong set of values that underlie your actions. Your reputation is an outward expression of your values: how you live them and how you project them to others in what you do, how you do it and why you do what you do.

Second, regardless of if you are riding success or are on the brink of a problem, think through every decision and every word you use from the perspective of your key values. Ask yourself, “If I were in danger of losing my job, what values would I not sacrifice even if it meant that I were to lose my job?”

And third, don’t only focus on “what” you plan to do in tough situations, but ask yourself “why” you decide to do what you do. The “why” can be more telling than the “what.” Most often, the “why” dictates “what” you do. Look hard at your motives.

Socrates adviced that, “The way to gain good reputation is to endeavor to be what you desire to appear.”

Here are 10 simple ways to improve your reputation according to forb.com

1. Do what you say you’ll do.
It sounds so darn simple, but think about it: How many times did you request that your banker send you something, that your assistant pick something up, or that your vendor call you back, to no avail? You then have to remember to follow up and hope that they keep their word. Now think of a time when someone told you they’d do something and delivered on it. You probably think of them as reliable and dependable. You trust them. And in all likelihood, you’d give them a strong recommendation or referral, right? Aim to be that person.

2. Go out of your way to help others reach their goals.
Being reputable goes beyond a concern for yourself and your own advancement. Foster a mindset of helping other people. Is your friend’s child in college and looking to get some insights into the business world? Offer to spend some time speaking with him/her to offer guidance and answer questions. Do you know someone in sales who is looking for a deal? Ask them if you can help by making the right introduction. Does one of your co-workers need to leave 30 minutes early for a family commitment? Offer to cover for them.

3. Make other people look good.
Have you ever been thrown under the bus? No fun, right? It’s important to find ways to make other people look good (for reasons other than not being a jerk). Did someone refer you to a company as a possible client or for a job? Make sure to make them look great as a thank you! Get there early, be prepared, and follow up accordingly in a timely manner with both parties. By making the referring party look great for introducing you, your reputation continues to grow.

4. Go a step beyond what is expected. Did someone ask for a reference from you? Offer three. Did you say you’d save them 10 percent? Save them 15. Did you say you’d follow up in 24 hours? Follow up in 12. If you had a great meeting, send a hand-written thank you note. These small gestures go a long way and will make you stand out.

5. Look the part.
An often overlooked and undervalued component to your reputation is your first impression. And like it or not, people make judgements before you open your mouth. Be sure to dress for the environment you’re in. Don’t be too casual. Always err on the side of being too dressy if you aren’t sure of the dress code. Make sure your attire is clean, unwrinkled, well fitting and modern. Have your hair groomed, and if you wear makeup, make sure it’s not distracting. Don’t lose your chance to impress someone simply because you don’t look appropriate.

6. Consider your body language.
Your body language tells people a lot. Make sure you have your body facing your audience, your feet pointed towards them, and a tall stance. Nod your head to show agreement, leaning into the other person at times, and smile here and there. Check out body language expert Vanessa Van Edwards, founder of the Science of People , for some great tips on how your body language is speaking for you.

7. Be consistent.
Being inauthentic will do you no good, because you won’t be able to remain consistent. You need to show the same great qualities to everyone you meet, bad days included. If you are great in one setting and nasty, rude, and/or cold in other environments, your reputation will suffer. People are willing to share negative experiences much more readily than positive ones. And as you know, they can spread quickly.

8. Act with integrity.
This should be the foundation of everything you do. But, especially in the world of business, small acts of greed, selfishness and jealousy can work against you (in ways you may not even notice) and showcase your lack of integrity. If you wouldn’t buy the deal you’re selling, don’t sell it. If you know you can’t get back to someone when you promise, that is not being forthright.

9. Get engaged with your community. Your community can be as small as your office or as large as your city. Your engagement will have everything to do with your values and goals. Being engaged means getting to know people, giving back your time and resources, and being available.

10. Be likeable.
Being likeable directly relates to being you. Smile more, approach someone you don’t know, offer a handshake, or wish someone congratulations. These small things can all make you more likeable. What is unlikeable is being fake. Be careful not to falsify who you are just to be likeable.

In addition
11) Learn to say 'I'm sorry'.
Why is saying “I am sorry” such a daunting task for some professionals?
If those words are used to show compassion for others, they flow rather easily, but when it comes to recognizing or admitting your own shortcomings, they make many people gag.

Why is it so hard to say “I am sorry”? I guess it is probably because that kind of admission means a public acknowledgment that you have made a mistake and, in some ways, failed to live up to your own expectations and those of others, especially those who trusted you. That can be hard to take.

But the fact is, an apology can be among the most powerful statements you can make. It can be disarming, candid and full of character and maturity.

Especially in our culture, people are very willing and eager to forgive … but only if they see and feel remorse. The fact is that we all make mistakes. We are human.

Some may see it as a risk. But I don’t. If we have done something wrong, we need to acknowledge our role, accept our responsibility, do what is needed and move on.
According to John Ellis "Mistakes are meant to be corrected, not ignored or disregarded".


Always remember this, "It takes many good deeds to build a good reputation , and only one bad one to lose it".

Please share your thoughts with me by clicking the post a comment box below

Ishola Ayodele is a Public Relations practitioner and a member of the Nigerian Institute of Public Relations.

He offers the following services to Large Corporations, SMEs and Individuals.

Result Driven Communication,
Effective Crisis Communication,
Effectual Political Communication,
Reputation and Image management,
And Impactful Presentation Coaching.
He can be reached on 08077932282
WhatsApp 08077932282,
BBM 58ED6030,
twitter handle @ishopr