Framing the message

Applying the six key elements 

Here are some goals and questions to consider when developing your frame using the key framing elements.

Context: The "what" and the "why"

The "what" and the "why" of the frame is the message or narrative that describes: the shared concern and/or strongly desired change; its importance; and the solutions needed to address and resolve it.

Goals Questions for Consideration
  1. To describe the shared concern or desired change and how it relates to other issues or principles by using a narrative; and
  2. To expand how the concern is seen and how to resolve it by framing it as broadly as possible.
  1. What is the shared concern or desired change? 
  2. What is the root cause of the shared concern or desired change? How does it relate to current issues, trends and values?
  3. What is the impact of the shared concern or desired change? (Tip: think broadly)
  4. What is at stake if no action or change occurs?
  5. What steps has staff taken before to address the shared concern or desired change? What was effective and why?
  6. What opportunities exist today to address the shared concern or desired change?
  7. What is the solution to the shared concern or desired change? What steps are needed? Who is responsible? 
Numbers and data

Data used to describe the narrative and indicate the importance and urgency of the shared concern or the desired change and the opportunities that will arise if it is addressed

Goal Questions for Considerations
To use numbers to support an understanding of the context, the potential gains or positive outcomes of addressing the problem, and the potential losses for ignoring it.

Which data or other resources support the shared concern or desired change?

What data support the context or narrative of the shared concern or desired change?

How should the data be interpreted and understood?

How can we use the data to support our narrative?

The messenger

The messenger - the person who conveys the message or narrative - is as important as the message.

Goal Questions for Consideration
To gain acceptance by others for the shared concern or desired change

Who is most knowledgeable, trustworthy and seen as credible among peers? 

Who has the skills to effectively communicate the message?

Who has directly experienced the shared concern?

Who has no perceived or actual conflicts of interest or biases that can distract from the message? (Tip: advocates can be spokespeople, but only if they are perceived to have an authentic vested interest in the shared cause)

Visuals

Images or other visuals, when chosen carefully, can trigger the same mental model or narrative as words.

Goal Questions for Consideration
To convey the message and trigger emotional responses through images and other graphics. 

What images can we use to reinforce the message? (Tip: avoid stock images as they may promote stereotyping or distractions from the key concepts).

Are there images available that convey the shared concern, the optimism for the power of change, and the solution?  (Tip: consider an appropriate sequence of images that will help tell the story and emphasize cause and effect).

Have you considered the layout of information and images? (Tip: images in the center of a page emphasize importance).

Are there images available of leaders, icons, or cultural symbols? (Tip: use images of these individuals attending an event for the change to signify its importance).

Are there images that convey the complexity or scope of the shared problem? (Tip: using images of one person only may not reflect the full scope of the problem. It may suggest the problem is limited or isolated to only a few people.)

Metaphors and simple theories

You can introduce analogies or familiar simple theories to support understanding of the message, especially when the shared concern or desired change is complex or abstract.

Goal Questions for Consideration
To promote understanding, especially when the concepts of the shared concern or desired change are new, complex or abstract. 

Is there a metaphor, analogy, or simple theory that will support understanding and reasoning? (Tip: choose a metaphor carefully in terms of the audience and the broader context, such as patient safety. Make sure what you choose aligns with the message of the frame; be mindful of its meaning or interpretation.)  
Tone

The tone you use is very important, as it can capture the style, manner, philosophy and mood of the frame.

Goal  Questions for Consideration
To apply a tone to persuade or put forth one position, but not to politicize the issue. 

Does the message have a non-partisan, impartial tone (that is, does it: explain the shared concern and/or strongly desired change; highlight root causes are highlighted; and offer possible solutions in a neutral manner)? (Tip: avoid politicizing shared concerns; people listen and respond differently when perspectives are potentially divisive.)       

Does the message inadvertently suggest or communicate a political undertone? (Tip: promote a "can-do" attitude, highlighting the values of inclusivity and the greater good for all.)
Download the worksheet "Framing: Applying the six elements of framing"

SOURCE: Adapted from Frameworks Institute. Framing Public Issues. 2005. Retrieved from Framing Public Issues | FrameWorks Institute