Page 79 - Creating Spiritual and Psychological Resilience

48 Creating Spiritual and Psychological Resilence

• Legal professionals
• Contractors
• Consultants
• Suppliers/vendors
• Ethic/minority groups
• Groups with special needs (e.g., elderly populations, disabled popula-
tions, home bound)
• Health agency employees
• Advisory panels
• Nongovernment organizations
• Educators
• Scientific community
• Religious community
• Business community
• Professional societies
• General public

As part of this first step, stakeholders can be further distinguished
according to (1) their potential to affect outcomes, (2) their credibility
with other stakeholders, and (3) whether they are apathetic, neutral, sup-
portive, nonsupportive, critical, adversarial, or ambivalent regarding
issues on the table.

Step 2
The second step in message mapping is to identify a complete list of ques-
tions and concerns for each important stakeholder group. Questions and
concerns typically fall into three categories: (a) overarching questions (e.g.,
what is the most important thing for people to know?); (b) informational
questions (e.g., who, what, where, when, why, and how?); and (c) challeng-
ing questions (e.g., why should we trust what you are telling us?). Lists of
questions generated for different scenarios and stakeholders are provided
in the Appendices B, C, and D at the end of the chapter.
Questions and concerns for specific scenarios and stakeholders can be
generated through empirical research, including media content analysis
(print, radio, television); analysis of Web site material; document review,
including public meeting records, public hearing records, and legisla-
tive transcripts; reviews of complaint logs, hotline logs, toll-free num-
ber logs, and media logs; focused interviews with subject matter experts;
facilitated workshops or discussion sessions with individuals intimately
familiar with the issues; focus groups; and surveys. Examples of potential
stakeholder questions and concerns can be found in the appendices.