managing your message with a message matrix rick borchelt national cancer institute nih
TRANSCRIPT
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Managing Your MessageWith a Message Matrix
Rick BorcheltNational Cancer Institute
NIH
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Message Clarity, Fidelity, and Consistency
• Clarity: Is the message at the appropriate level of sophistication for the audience? Is the flow logical?
• Fidelity: Is the message faithful to larger enterprise messages and to details of the scientific work?
• Consistency: Is the basic message content the same over time and with diverse audiences?
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Perceived Barriers/Disincentives
• “I don’t have time to prepare for the interview (or the talk or the demo, etc.)”
• “What if I leave out something important?”• “How can I make sure the reporter/audience
uses all the things I say?”• “What if they ask me something I don’t know
or I’m not prepared for?”
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Constructing the Matrix
• Themes: The broadest articulation and context for your conversation
• Subthemes: How the theme applies in a variety of circumstances or with respect to multiple situations
• Story Lines: Concrete examples that illustrate your subthemes
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Constructing the Matrix - 2
• Best if simple and uncluttered
• No more than four themes (three is better)
• This is a cheat sheet, not a checklist – You get to pick and choose, not necessarily get through everything in the matrix
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