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Message Mapping

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Message Mapping Page 3
Message Mapping
Use one or all of the three key messages on the message map as a media sound
bite.
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 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.
Study and practice the use of message maps.
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.
In conclusion, message maps are a viable tool for risk communicators. They ensure that risk
information has the optimum chance of being heard, understood, and remembered.
Importantly, they encourage public health agencies to develop a consistent set of messages
and speak with one voice.
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Figure 1: Message Map Template
Stakeholder:
Question or Concern:
Key Message 1 Key Message 2 Key Message 3
Supporting Fact 1-1 Supporting Fact 2-1 Supporting Fact 3-1
L
Supporting Fact 1-2 Supporting Fact 2-2 Supporting Fact 3-2
Supporting Fact 1-3 Supporting Fact 2-3 Supporting Fact 3-3
Message Mapping