Chapter 54: Crisis Communication Message Map

Key Takeaways - Prepare in calm: Messaging written under pressure is rarely effective. - Consistency prevents confusion: Use one central message across all channels. - Anticipate the hard questions: If you can predict a question, you can prepare a thoughtful answer.

When a crisis occurs, clear communication is your only defense. A message map ensures your team stays on message and responds effectively.

How to Use This Template

1. Identify the Scenario: What specific problem are you addressing?
2. Define the Central Message: State the single most important thing you want the audience to know (e.g., "Customer safety is our priority").
3. Develop Supporting Points: List three facts that support your central message.
4. Prepare for Q&A: Brainstorm the most difficult questions you will face and draft concise, honest answers.

Message Map Structure

Central Message: "We are taking immediate action to resolve this issue and prioritize the well-being of our community."

Supporting Points: 1. We have launched a full investigation into the root cause. 2. We are providing direct support to all affected individuals. 3. We will provide transparent updates every four hours.

DPRI CONNECTION

A message map is the core of the Reputation Crisis Response Playbook. It directly manages Sentiment and Share of Voice during high-velocity digital events.

Next: After the crisis (or campaign) is over, you must report the results. Chapter 55 provides the template for a Campaign Measurement Dashboard.