Question or concern stating the issue to address keeps the focus Key messages 1

Question or concern stating the issue to address

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Question or concern: stating the issue to address keeps the focus. Key messages (1-3): Message maps that are concise (3 key messages), brief (9 seconds), and with clarity (27 words) that are written at the 6-8 th grade level for increased audience understanding. Supporting Information (1-3): amplifies the key messages by providing additional facts or details. Supporting information can also take the form of visuals, analogies, personal stories or citations of credible information sources. An example of a completed stakeholder message map can be found in Appendix C. Crisis Management Manual and Communication Resource Guide 18 | P a g e
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Message Map Template Message Map Template 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 Source: Hyer,Randall N. and Covello, Vincent. (2005). Effective Media Communication during Public Health Emergencies, A World Health Organization Handbook ,.World Health Organization and the Center for Risk Communication. Crisis Management Manual and Communication Resource Guide 19 | P a g e
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A Five-Step Model for Preparing Messages Building on the above key messages developed is this five-step model for delivering the prepared messages. A Five-Step Model for Preparing Messages Answers should: By: 1. Express empathy, listening, caring or compassion as a first statement. Using personal pronouns, such as “I” “we” “our” or “us”’ Indicating through actions, body language and words that you share the concerns of those affected by events Acknowledging the legitimacy of fear and emotion Using a personal story, if appropriate (for example, “My family . . . “), and Bridging to the key messages. 2. State the key messages. Limiting the total number of words to no more than 27; Limiting the total length to no more than 9 seconds; Using positive, constructive and solution- oriented words as appropriate; and Setting messages apart with introductory words, pauses, inflections. 3. State supporting information. Using three additional facts; Using well thought out and tested visual material, including graphics, maps, pictures, video clips, animation, photographs and analogies; Using a personal story; Citing credible third parties or other credible sources of information. 4. Repeat the key messages. Summarizing or emphasizing the key messages. 5. State future actions. Listing specific next steps; and Providing contact information for obtaining additional information, if appropriate. Source: Hyer,Randall N. and Covello, Vincent. (2005). Effective Media Communication during Public Health Emergencies, A World Health Organization Handbook ,.World Health Organization and the Center for Risk Communication.
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