The Message Map is a visual aid. It allows you to prepare and to organize answers to the questions you are most likely to hear from the news media and from the public during a crisis. It is based on research that looked into how people process information when they are under stress.

1. How to Create
a Message Map*
Rusty Cawley, APR | TheColdCrisis.com
* Condensed from the National Center for Food Protection and Defense’s
“Risk Communicator Training for Food Defense Preparedness, Response &
Recovery,” module 3, topic 2.

3. What is a message map?
Key Message # 1 Key Message # 2 Key Message # 3
Supporting message 1a Supporting message 2a Supporting message 3a
Supporting message 1b Supporting message 2b Supporting message 3b
Supporting message 1c Supporting message 2c Supporting message 3c

4. Stress is noise

5. Normal: 7
High
stress: 3

6. The Rule of Three
1. Just three key messages.
2. Repeat each three times.
3. Three supporting
messages for each.

7. The 27/9/3 Rule
1. Sound bite: 27 words
2. Deliver in just nine seconds
3. Limit: 3 key messages

8. The three most important things …
• You want your audience to know?
• Your audience wants to know?
• Your audience is likely to get wrong?

9. Key Message # 1 Key Message # 2 Key Message # 3
Supporting message 1a Supporting message 2a Supporting message 3a
Supporting message 1b Supporting message 2b Supporting message 3b
Supporting message 1c Supporting message 2c Supporting message 3c

10. # 1
1a
1b
1c
Key
Message
Should be able to
stand alone

11. # 1
1a
1b
1c
Key
Message
Should be able to
stand alone
Three
supporting
messages

12. What should I know about anthrax?
1. Anthrax is a disease
that can affect people
and animals.
2. Anthrax occurs
naturally in the soil.
3. Anthrax is both
preventable and
treatable.
1a. Anthrax is caused by
bacteria that form
spores.
2a. Anthrax occurs
worldwide.
3a. Effective vaccines
are available for
livestock.
1b. The spores can be
inhaled, swallowed or
may enter through the
skin.
2b. Spores are resistant
to most disinfectants.
3b. Vaccines for humans
are developed, and may
be used before or after
exposure.
1c. Animals most often
affected are cattle,
sheep and goats.
2c. Anthrax spores can
survive for many years
in soil without an animal
host.
3c. Early treatment with
antibiotics can be
effective.

13. Benefits?
Create messages in advance.

14. Benefits?
Build a repository.

15. Benefits?
Identify gaps in your knowledge.

16. • A message
map answers
the most likely
questions.

17. • Three key
messages
• Repeat three
times
• Three supporting
messages

18. • A sound bite
• < 27 words
• < 9 seconds.

19. To learn more,
visit TheColdCrisis.com
Search: #COLDCRISIS