1. MESSAGE MAP
Hannah Gordon
COM 476

2. 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

3. Examples

4. 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.”

5. 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

6. 3 Types of Roles
Leader
Facilitator
Participant

7. Components of a Messaging
Introductions
Session
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

8. 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

9. 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

10. 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

11. Sources
http://soulati.com-your-mind-and-message/
https://www.melcrum.com/research/engage-employees-strategy-and-change/develo
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/