7.2 Developing Key Messages

In a crisis, crafting the right message is crucial. Key messages are the foundation, consisting of a core message and supporting points. These are then transformed into talking points and soundbites for easy communication. A clear call to action guides stakeholders on what to do next.

Tailoring messages to specific audiences is essential for effective crisis communication. This involves audience segmentation, message framing, and message mapping. These techniques ensure that each group receives relevant, impactful information that resonates with their needs and concerns during the crisis.

Crafting the Message

Core Message and Supporting Points

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• Core message encapsulates the central idea or main takeaway of crisis communication
• Conveys essential information concisely and memorably in one or two sentences
• Supporting points provide additional context and evidence to reinforce the core message
• Typically includes 3-5 key points that elaborate on the main idea
• Ensures consistency and clarity across all communication channels

Talking Points and Soundbites

• Talking points serve as a guide for spokespersons during interviews or press conferences
• Consist of brief, easily digestible statements that reinforce the core message
• Help maintain message consistency across multiple speakers or platforms
• Soundbites condense complex information into memorable, quotable phrases
• Designed to be easily picked up and repeated by media outlets
• Often use rhetorical devices (alliteration, metaphors) to increase impact and memorability

Call to Action

• Directs audience on specific steps to take or behaviors to adopt
• Provides clear, actionable guidance for stakeholders during a crisis
• Can include instructions for safety, information seeking, or support
• Helps transition from passive information reception to active engagement
• Reinforces the organization's commitment to resolving the crisis
• May vary depending on the crisis stage (immediate response, recovery, long-term mitigation)

Tailoring the Message

Audience Segmentation Strategies

• Involves dividing the target audience into distinct groups based on shared characteristics
• Considers factors such as demographics, psychographics, and relationship to the organization
• Enables customization of messages to address specific concerns and needs of each group
• Improves message relevance and effectiveness across diverse stakeholders
• Can include internal audiences (employees, shareholders) and external audiences (customers, media, regulators)

Message Framing Techniques

• Shapes how information is presented to influence audience perception and interpretation
• Involves selecting specific aspects of an issue to emphasize or downplay
• Can focus on gains or losses, emotional or rational appeals, or individual or collective impact
• Helps align the message with the audience's values, beliefs, and experiences
• Enhances message resonance and increases likelihood of desired audience response
• Requires careful consideration of cultural, social, and psychological factors

Message Mapping Process

• Systematic approach to organizing and aligning key messages across different audiences
• Creates a visual representation of core messages, supporting points, and audience-specific variations
• Helps identify gaps or inconsistencies in messaging strategy
• Facilitates quick adaptation of messages as the crisis evolves
• Ensures all stakeholders receive appropriate information tailored to their needs and concerns
• Typically includes primary messages, audience segments, and communication channels

Refining the Message

Message Testing Methods and Analysis

• Involves evaluating the effectiveness of crafted messages before wide dissemination
• Utilizes various techniques such as focus groups, surveys, or A/B testing
• Assesses message comprehension, believability, and impact on target audiences
• Helps identify potential misinterpretations or unintended negative reactions
• Provides insights for refining language, tone, and content of messages
• Can include testing of visual elements (infographics, images) accompanying the message
• Allows for iterative improvement based on audience feedback and data analysis
• Helps optimize message delivery timing and channel selection
• Ensures messages align with organizational goals and crisis communication objectives