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The fourth step in message map construction is to develop key messages in response to the
generated list of underlying stakeholder concerns and specific stakeholder questions. Key
messages are typically developed through brainstorming sessions with a message mapping
team. The message mapping team typically consists of a subject matter expert, a
communication specialist, a policy expert, and a facilitator. The brainstorming session
produces a message narrative, which in turn is reduced to key messages and entered on the
Key message construction by the message mapping team is based on principles derived from
one of the main theories of risk communication -- mental noise theory. Mental noise theory
states that w
hen people are upset they often have difficulty hearing, understanding, and
remembering information. Mental noise can reduce a person’s ability to process information by
over 80 percent.
The challenge for risk communicators, therefore, is (1) to overcome the barriers that mental noise
creates and (2) to produce accurate messages for diverse audiences; and (3) to 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
• Developing messages that are clearly understandable by the target audience: typically at
grade readability level for communications to the general public (clarity).
Additional solutions include:
• Placing messages within a message set so that the most important messages occupy the
first and last positions.
• Developing key messages that cite credible third parties.
• Using graphics and other visual aids to enhance key messages.
• Balancing negative key messages with positive, constructive, or solution oriented key
• Avoiding unnecessary uses of the words no, not, never, nothing, none.
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
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