Sample Message Mapping Template

4. Message Mapping – Design and Structure
4.1 Purpose and Structure of a Message
Map
The principles of risk communication can be applied when cre-
ating a message map. The message map is an organized means
for displaying layers of information. It contains detailed, hier-
archically organized responses to anticipated questions or con-
cerns. It helps organizations meet several risk communication
goals
38
:
• Identifystakeholdersearlyoninthecommunicationpro-
cess.
• Anticipatethequestionsandconcernsofthestakeholders
before they appear.
• Organizeourthoughtsandideasandpreparemessagesin
response to the concerns and questions of the stakehold-
ers.
• Developkeymessagesandsupportinginformationinthe
context of a clear, concise, transparent, and accessible
framework.
• Promoteanopendialogueaboutthemessagesbothinside
and outside the organization.
• Providethespokespersonwithauser-friendlyguide.
• Makesurethattheorganizationhasconsistentinformation
and messages.
• Make sure that the organization speaks with a single
voice.
A message map template is a three-tiered grid containing mul-
tiple boxes (see Figure 4-1 below).
• Thetoptierofthetemplateidentiestheaudienceforthe
message map as well as the question or concern that the
message map is intended to address.
• The second tier of the message map contains three key
messages that answer the question or concern.
• The third tier contains supporting information, which is
blocked in groups of 3’s under each key message. Support-
ing messages amplify the key messages, and provide ad-
ditional facts or details. They can take the form of visuals,
analogies, personal stories, hotline numbers, and/or cita-
tions of credible sources of information.
Stakeholder:
Question or Concern:
Key Message 1 Key Message 2 Key Message 3
Supporting Information 1-1 Supporting Information 2-1 Supporting Information 3-1
Supporting Information 1-2 Supporting Information 2-2 Supporting Information 3-2
Supporting Information 1-3 Supporting Information 2-3 Supporting Information 3-3
Figure 4-1. Template of a message map.
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