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RISK COMMUNICATION IN ACTION: THE TOOLS OF MESSAGE MAPPING
Citation:
LIN, I. H. AND D. PETERSEN. RISK COMMUNICATION IN ACTION: THE TOOLS OF MESSAGE MAPPING. U.S. Environmental Protection Agency, Washington, DC, EPA/625/R-06/012 (NTIS PB2008-103883), 2008.
Impact/Purpose:
to inform the public
Description:
Risk Communication in Action: The Tools of Message Mapping, is a workbook designed to guide risk communicators in crisis situations. The first part of this workbook will review general guidelines for risk communication. The second part will focus on one of the most robust tools of risk communication, message mapping. A message map is a detailed description of hierarchically organized answers to anticipated questions and concerns from stakeholders (e.g. the public, the media, special interest groups) in the event of a disaster, crisis, or alarming situation. A well-constructed message map should bring focus and clarity to a potentially high-stress, high-concern, or emotionally charged situation. Message maps can be used as a template for a press conference, or an official statement. A message map is designed as a three-tiered grill. The first tier identifies the audience for the message map (called the stakeholder) as well as the questions or concerns that the message map is intended to address. The second tier of the message map contains three key messages pertaining to the situation. These key messages can serve as themes for a public presentation and sound-bites for the mass media. The third tier of the message map contains supporting information for the three key messages. The supporting information is blocked in groups of three under the key messages. Supporting information amplifies the key messages and provides additional facts and details. An overreaching message map answers the most pressing questions about the situation. This workbook will provide examples of possible message maps concerning three events: 1. The West Nile virus epidemic of 2002 in the United States 2. The anthrax bioterrorism scare of 2001 3. The Cryptosporidiosis drinking water outbreak in Milwaukee, Wisconsin, 1993. A glossary of useful terms, as well as a list of the most commonly asked questions, is provided at the end of the workbook.