cema crisis communications planning and message mapping
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Crisis Comms Planning Crisis Comms Planning and Message Mappingand Message Mapping
CEMA
March 2015
Patrice Cloutier
Today’s presentation Today’s presentation
1. Introduction2. Context … and challenges3. Understanding what's behind a message map4. Preparing a message map5. Delivering the message map
IntroductionIntroduction
What is emergency information?What our audiences need to know to protect
themselves, their families, property and the environment.
What we need to communicate to help ensure our audiences will adopt the right behaviour during a crisis or emergency.
Also important: presenting your organization’s response to an incident under the best possible light.
Meeting the new challengesMeeting the new challenges
Why use a crisis communications approach?• Avoid communications regret !• Use efficient risk communications process
Meeting the new challengesMeeting the new challenges
Why use a crisis communications approach?• It’s about speed … and occupying the public space
• To meet the challenge … need the five Ps• Procedures• People• Preparation• Practice• Platforms
The Crisis Communications PlanThe Crisis Communications Plan
The first P: Procedures•Simple, intuitive •Your people need to be familiar with them•Principals, alternates and second alternates•Think middle of the night on a weekend !•Delegation of authority•Flexible
The Crisis Communications PlanThe Crisis Communications Plan
The second P: People•Trained spokesperson•Top commanders and executives•Principals, alternates and second alternates•Familiarize with plan and procedures•Demonstrate confidence and competence
The Crisis Communications PlanThe Crisis Communications Plan
The third P: Preparation•Crisis communications technique•Pre-approved messaging•Identified audiences and channels to reach them
The Crisis Communications PlanThe Crisis Communications Plan
The fourth P: Practice•A plan untested is a plan unproven•Principals and alternates•Communications component to every exercise
The Crisis Communications PlanThe Crisis Communications Plan
The fifth P: Platforms•Notification and alerting systems•Social networks• Twitter • Facebook• Youtube• Others
•Social media monitoring tools
Message MappingMessage Mapping
Crisis communications technique developed by Dr. Vincent Covelo from New York.
Advised Mayor Giuliani prior to 9-11Successful communications
response using message mapping◦ Message maps pre-approved◦ Trained people◦ Lots of prior exercises
Message MappingMessage Mapping
Message mapping• Science-based … on target messaging• Based on difference in brain functions/processes during
a crisis as opposed to routine situations• Easy to use …. Visual representation• Anticipate issues and questions and develop key
messages ahead of time
Why use a crisis communications approach?◦ Ensure effective communications and that your
audience adopt the right behaviour.◦ Enhances your capacity to offer a prompt
communications response to incidents and crises◦ Helps establish an organization’s credibility.
Message Mapping: Prepare!Message Mapping: Prepare!
If you want to communicate promptly, you need to have pre-approved messages ready!
How your prepare the message How your prepare the message maps … Routine vs Crisismaps … Routine vs Crisis
To be heard, you need to craft the right messages!
Routine … Crisis …
The rule of 3 (cont’d)The rule of 3 (cont’d)• 27/9/3 model: a critical tool
• Based on rule of 3: three key messages each with three supporting messages or key facts
• Easy to visualize and share for multiple purposes …
The rule of 3The rule of 3
• 27/9/3 model: a critical tool• Media: broadcast and print
• Matches what brain retains during crises• Works for images too … different part of the brain …
give you the ability to convey more info
Changes in cognitive abilitiesChanges in cognitive abilities• What’s also important?
• The order of your messages …
How you craft a message mapHow you craft a message map•The order of your messages …• Impact on how you craft and deliver a message map ...• Level of comprehension ... we normally write for grade 6-8 level .... during a crisis, you need to adjust your language/vocabulary to grade two or three level ...
Here's what a message map looks like then
Message Map ExampleMessage Map Example
How you read it ... from left to right the three key messages and then you repeat each message followed by the three supporting facts or messages … you can add message of empathy to start, end with call to action.
DeliveryDelivery• Verbal vs non-verbal
• Things are totally reversed.
• Routine: 75% verbal and 25 % non-verbal
• Crisis: 75% non-verbal and 25% verbal
• What’s also important? Show poise!
Virginia Tech … example of a good deliveryVirginia Tech … example of a good delivery
• CCO template• Compassion• Competence/Conviction• Optimism
DeliveryDelivery• We will recover ... • Continue to invent the future at Virginia
Tech, through our tears and blood.• Words matter and how you express them
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