"Step 6:  Conduct testing"
featuring Dr. Vincent Covello

The next step in message mapping is to conduct testing. As with anything that’s important in life, we want to test it before we actually would offer it up.  The same thing applies to message maps.  And in regard to message maps, there are three things, at a minimum, we have to test for.  They include testing for accuracy of the information, testing for stakeholder response, and finally testing with partner organizations. 

Testing for accuracy means that, among other things, we would have subject matter experts look at the message maps to determine the accuracy of the information in the map.  Often we find that information that we think is correct may not be correct after all, or we have gaps in our information that need to be filled by subject matter experts. 

The second type of testing is testing for stakeholder response.  This includes everything from surveys, focus groups, and audience research of all types. And what we want to do is basically answer a number of questions, such as, “Does the information meet the needs of the stakeholder? Is the information believable? Is the information useful? Does it create the three goals we’re looking for: to inform and educate, to build trust and credibility, to lead to changes in behaviors or attitudes?” 

And the final type of testing is testing with partner organizations.  We want to make sure that our partners know what we’re going to say in response to various questions.  We want to get their feedback and then use that feedback as a way by which to speak with one voice. 

Again, the three types of testing we do, at a minimum, for a message map are: we test for accuracy with subject matter experts; we test for stakeholder response; and finally, we test with partner organizations using the feedback as a way by which to improve the message map.