message map
DESCRIPTION
TRANSCRIPT
MESSAGE MAPHannah Gordon
COM 476
Definitions
The foundation for all communications relating to an organization, a specific project or an initiative
Management tool used to develop core concepts behind a specific message
Helps you capture the core messages for:
Your organization, particular strategies or initiatives, different department or organization functions, specific programs, products or announcements and people
Examples
How does this relate to PR?
“The process for public relations is to dive into the executive mind, extrapolate leading thoughts and opinions, document them as approved messages, and then deliver them to external audiences using various channels.”
Who is involved?
Who should come to a messaging session? People that...
Know the most about the topic
Will be communicating the messages
Understand your audiences
Diverse group=wide spread of information
3 Types of Roles
Leader
Facilitator
Participant
Components of a Messaging Session
Introductions
Senior leader reinforcement
Why are they here?
Review meeting goals
Identify key audiences
What are your message objectives?
Elevator speech
Supporting messages
Data, info and stories
Wrap up
Steps to Messaging
Facilitation of executives who lead the company
Open-ended questions that address:
The competition
The space
The audience
The stakeholders
The services/products
Steps to Messaging
Brainstorming session to capture the essence of the discussion
First draft of all the captured messages
Edit supporting content and descriptor statements
Placement of messages into a message map
Results of a Message Map
An understanding of who your audiences are and what they want or need
Core team and concepts are on the same page about what needs to be said to drive your audience to action
Credible key messages that can be used throughout any communication channel
Key messages that team leaders can begin to test drive
Sources
http://soulati.com-your-mind-and-message/
https://www.melcrum.com/research/engage-employees-strategy-and-change/developing-message-map
http://solveforinteresting.com/building-a-message-map/
http://www.slideshare.net/rustycawley/how-to-create-a-message-map
http://www.forbes.com/sites/carminegallo/2012/07/17/how-to-pitch-anything-in-15-seconds/