Considerations for getting started

Determine and define the shared concern or strongly desired change, underlying causes and efforts needed to address the issue. This work is central to the frame; it is how the shared concern or desired change is introduced and influences how people respond.

Use data to support the messaging, but use it sparingly. You will need to select the data carefully for the audience; it must be meaningful to them. Present the meaning of the numbers first. 

Your goal in using data is to establish:

• the scope of the problem
• the risks associated with maintaining the status quo
• the benefits of taking action

Choose the person or people who will convey the message. Who you choose is as important as the message itself. The messenger or messengers should be knowledgeable, trustworthy and credible to their peers to speak effectively to a shared concern or desired change. 

To convey a  message, select images that are compelling and effective. They need to be a good "fit" and to illustrate the message in a broad context within a larger issue such as patient safety, quality improvement or person-centred care.

Using metaphors, analogies or simple theories familiar to your audience can help support or extend understanding of the message. This can be especially valuable if the message includes new, complex or abstract concepts.

Be thoughtful about your tone. The message should be non-partisan; avoid political or religious overtones unless those are related to your message. Otherwise, the message can be off-putting or perceived as "pushy", and cause people to stop listening. Use a tone that is welcoming and inclusive - not divisive - to achieve the goal of a collaborative, coordinated response.