I’m seeing many blog posts on mind mapping of late. From what I gather, it’s a framework to track program strategy and subsquent tactics and execution. The images here are boggling in their multiplicity; I had no idea there are nearly 1 million mind map options to click via search engine.
Who among you use these every day? I’m interested in knowing whether it promotes efficiency or becomes just another tool that adds dust to the hard drive.
Mind Map Images from search engine
After a series of posts featuring the “” theme, I’d like to put the horse in front of the cart with a bit on message mapping. Whatever the moniker you prefer, message mapping is NOT mind mapping nor is it a SWOT analysis.
For my clients I represent in a cross-section of industries, message mapping is one of the very first steps we endeavor when launching public relations services.When I speak about message mapping, it doesn’t compare to mind mapping in the least.
The process for public relations is to dive into the executive mind, extrapolate leading thoughts and opinions, document them as approved messages, and then deliver them to external audiences using various channels.
Sometimes the process can take six weeks; it can be fast tracked to four, and what comes is a working document that provides the external-messaging framework for the C suite, teams, sales, customer service, public relations and marketing.
When I speak messaging with a client, here’s what I like to offer as a process:
- Facilitation of a gathering of executives who lead a company, its business unit, or subsidiary.
- Series of open-ended questions that address the 5Ws, the competition, the space, the audience, stakeholders, services, products, and the like.
- A ~three-hour session with large sticky poster paper to adorn the walls and capture the essence of the discussion.
- A multiple-page first draft of all the captured statements in themed buckets of messages with a descriptor.
- Team edit of supporting content and descriptor statement along with subsequent drafts until all messages are approved
- Placement of messages into a message map framework or schematic (as shown here) that allows for all the messages to be packaged in one document. This sample is an actual message map for a defunct dog treat maker.
Messaging in public relations takes a deeper dive than marketing. And, this public relations deliverable helps everyone develop content and copy; including marketers, storytellers, and copywriters.
I’ve had some interesting discussions with marketers who don’t understand the need for public relations messaging, and I’ve had marketers jump on board with the vision to understand just how valuable this exercise is. While there may be some overlap between PR messaging mapping and marketing’s branding platform, the jargon is omitted and the outcome is external.
When everyone agrees on the song sheet, we all sing in harmony. What’s your process? How do you capture messaging? Please share!
Curious to know how you say message mapping is not mind mapping? I use mind manager daily; have used it constantly for about 8-ish years – and your message map looks like a mature, synthesized mind-map with a definite purpose in mind. Definitely not the first thing that appears when you start brainstorming with a team, but a normal outcome from 4-6 weeks of analysis?
I tend to capture/develop messaging using a process called 12 Windows – but my messaging is more along the lines of government policy, so a temporal and whole-system framework is very important for me to provide context.
When I am authoring multi-audience documents, I will often develop out a mindmap with a need/offer analysis. Basically, I build out a cloud for each audience, and then sub out “needs” “offers” and “can’t change/not negotiable”. For your dog treats, I might build out a need/offer for consumers, wholesalers, distributors, pet shop owners, advocacy groups….etc…to understand the concerns of the entire human system that will care about the product – and then to ensure that the messaging (or multiple messaging if I’m using a variety of channels) contains no dissonance across channels.
Your executive meeting is where I’d pull out the 12 Windows template; the synthesis document would be what we call a “case for change” …and the message map is really (to me) a customized mind map. Sounds as though we use similar processes to achieve outcomes.
My blog post on 12 Windows (including a template you can print out and use yourself, as well as usage instructions) is in final edits and will be posted in the coming days, if you’re curious.
Cheers and best wishes,
Phil
Hi, Phil. I so appreciate your thoughts, expertise and insight! Valuable to gain new perspectives from other sectors. While mind maps and message maps run in parallel, it seems the early steps differ. I would not attempt to draft messaging for a client (as its agency) without their input; mapping a process tactically also requires input.
In my view, these two are message deliver versus tactical execution. Do you see this that way?
I’m absolutely interested in what you’ve got coming! I’d like to be included on a link, and if you tweet, please…@Soulati! Thank you!
Pretty nice post. I just stumbled upon your blog and wanted to say that I have really enjoyed browsing your blog posts. In any case I’ll be subscribing to your feed and I hope you write again soon!
I really like the process that you have outlined here Jayme. I can see using message mapping with many different clients. Do you also articulate mission,vision and values in your facilitation? I think that those three elements will influence the tone of the messaging. Perhaps I am being too specific to the “messages” and you are doing high altitude planning at this point in the message planning.
Hi, Dawn! I am hoping you saw today’s post on How to Message Map. You did RT it, so I think perhaps you did! That post furthers the discussion on what’s covered. Marketers tap the vision, mission and values; I don’t at all. My exercise is oriented to the external and the former is more about the internal company positioning and foundation. While those three do perhaps influence the tone of message delivery; it rarely if ever comes up in the case of public relations message mapping. That’s not to say we ignore it, it’s just not the way these messages are written and spoken. Thanks for your thoughts.