Page 81 - Creating Spiritual and Psychological Resilience

50 Creating Spiritual and Psychological Resilence

can be tested in part using the readability utility contained in most word
processing programs.
Studies indicate that it is crucial that key messages be concisely stated
if they are offered as sound bites or quotes. Analysis of print and media
coverage of emergencies and crises in the United States indicates that

• The average length of a sound bite in the national print media was 27
words.
• The average duration of a sound bite in the national broadcast media
was 9 seconds.
• The average number of messages reported in both the national print and
broadcast media was three.
• The quotes most likely to be used by the national news media as sound
bites contained elements of compassion, conviction, and optimism.

Step 5
The fifth step in message map construction is to develop supporting facts,
information, or proofs for each key message. The same principles that guide
key message construction guide the development of supporting informa-
tion. Supporting facts are usually developed in groups of three under the
key messages. Proof points, especially when they are highly complex or
technical, do not necessarily need to be included in the message map. They
are often attached to the map as an appendix. In addition, proof points are
often held in reserve to support a particular message if challenged.

Step 6
The sixth step in message map construction is to conduct systematic mes-
sage testing using standardized message testing procedures. Message test-
ing should begin by asking subject matter experts, who are not directly
involved in the original message mapping process, to validate the accu-
racy of information contained in the message map. Message testing should
then be done with (a) individuals or groups who have the characteristics
to serve as surrogates for key internal and external target audiences and
(b) partner organizations. Sharing and testing messages with partners
ensures message consistency and coordination.

Step 7
The final step is to plan for the delivery of the prepared message maps
through (a) trained spokespersons, (b) trusted individuals or organiza-
tions, and (c) chosen communication channels.