How to Frame Your Campaign to Win

September 2010

Belinda Griswold Sian Wu

About Resource Media
•  Communications Strategy
•  Execution and Outreach
•  Digital and Social Media
•  Environmental and Health Policy Focus
San Francisco Seattle Boulder Kalispell Sacramento

30 Staff

9 Offices

Bozeman Portland Salt Lake City Anchorage

Have a Question? Need Help?
What we’ll cover:
1. Understanding a frame

2. First steps to reframing

3. Creating a powerful, persuasive

message

4. Assembling your team of

messengers
1
Understanding
Your Frame
 Frames are mental
structures that shape the
way we see the world. They
shape the goals we seek,
the plans we make, the way
we act, and what counts as
a good or bad outcome of
our actions.
Famous Frames
Dimensions of
a Frame
• The story that’s told
• Who tells it

• Where they tell it/setting

• The world view of the listener

Is the current
frame to
blame?
Case Study:
Energy vs.
Wilderness
2
Reframing
Reframe
•  Old energy vs. new energy
•  Create a choice we can win
•  Provide a common sense solution
•  Win-win frame
Key to
Reframing This:
Energy workers fight
•  Identify the problem
•  Substitute a better question
for their jobs
•  Reframe positively

Or this:
Solar and wind create
more jobs, better worker
health, study says
Shoot your
movie
•  Follow these steps!
1. Script the
story
•  Define the problem
•  Explain its relevance
•  Define the solution
2. Cast the
Actors
Vs.
•  Who’s your villain?
•  Who’s your hero? Think of real
people
•  Who would you rather ally yourself
with?
3. Build a set
•  Think about where your story will
Vs.
take place
•  How does that reflect values?
4. Work the
camera
•  How much detail do you want to
convey?
•  Direct attention to the shots you
want
 5. Know your
audience
•  Know competing interests
•  Don’t rebut, reframe
•  Arm yourself with polling
•  Do some research online
6. Schedule
Repeat
Showings
•  Build relationships with reporters
•  Cross-pollinate great content
through social media
•  Don’t forget your website!
It’s all about
storytelling
•  Tap into core values
•  Problem/villain, hero/solution, call
to action
•  Good hook
•  Good messenger
3
Powerful Messages
 Your Message
•  What are the values at stake?
•  What’s the threat?
•  What’s the solution?
Messaging:
It’s not just
about facts
Know what people think

Public opinion research

 No time or money?
Alternatives:
•  Gather existing polling

•  News audits

•  Social media monitoring

•  Informal testing with your

sample target audience

 Remember your audience

•  What do they care

about?
•  Are they listening?

•  What information do

they need to act?

•  What obstacles do

you need to overcome?

Multiple target audiences

Tailoring your message

The opposition

Don’t lose focus

 Values & core concerns

What Moves Your Audience?

•  Health & Safety
•  Prosperity
•  Family
•  Legacy
•  Freedom
 What Values Are at
What valuesRisk?
are at risk?
 What’s the Threat?
What’s the
threat?
 What’s the Solution?
What’s the
solution?
 Judge your message
"  Are the core values clear?
"  Is the threat convincing?
"  Is the solution simple and “common sense”?
"  Is the language “plain English”?
"  Are the spokespeople credible?
"  Is the call to action compelling, without being shrill?
"  Is the message simple enough for a 13-year-old?
"  Is the message about results? (Rather than process)
"  Are you ready for…
 The Big 4 Counter Arguments*

•  It costs too much.

•  It infringes on our lifestyle.
•  You’re exaggerating.
•  We’re already taking care of that.

•  Bonus! There’s a war going on.

*Thanks to John Russonello

4
Messengers
 Messengers:
Credible Experts or Local Spokespeople

Frame-changers:

•  Fishermen
•  Health experts
•  Scientists
•  Business owners
 Messengers:
Case Study: Rocky Mountain Front
What to look for in spokespeople

Joe the plumber, aka the perfect

spokesperson
 Message discipline

Tips for staying on

message:

•  Know the message

beforehand
•  Practice, practice, practice
•  When answering a question,
respond and bridge
•  Flagging
Building
Strategic
Alliances
5 Take-Aways
Takeaways:
•  If you don’t tell your story,
someone else will tell it for
you.

•  Know your audience and

what matters to them.

•  Your messenger can be just

as important as the
message.

•  Practice, practice, practice!

Planning!
Social Media
Feedback?

1. Would you recommend this webinar to a friend?

2. On a scale of 1 to 10 with 1 as poor and 10 as best –

how would you rate this webinar?

3.  Comments?
We Welcome Your Questions!

Sian Wu Belinda Griswold

Program Director Program Director
Resource Media Resource Media
sian@resource-media.org belinda@resource-media.org
206.374.7795 x102 206-374-7795 x101
@ThatsSoEco
Explore More RM Trainings
•  Media Relations – October
•  Story Pitching – November
•  Blogger Relations – December
In the
Beginning