Belinda Griswold Sian Wu

How to Frame Your Campaign to Win September 2010

About Resource Media •  Communications Strategy •  Execution and Outreach •  Digital and Social Media •  Environmental and Health Policy Focus

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1. Understanding a frame

2. First steps to reframing

3. Creating a powerful, persuasive message

4. Assembling your team of messengers

What we’ll cover:

Understanding Your Frame

1

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

Reframing

2

Reframe •  Old energy vs. new energy •  Create a choice we can win •  Provide a common sense solution •  Win-win frame

Key to Reframing •  Identify the problem •  Substitute a better question •  Reframe positively

Or this: Solar and wind create more jobs, better worker health, study says

This: Energy workers fight for their jobs

Shoot your movie •  Follow these steps!

1. Script the story •  Define the problem •  Explain its relevance •  Define the solution

2. Cast the Actors •  Who’s your villain? •  Who’s your hero? Think of real

people •  Who would you rather ally yourself

with?

Vs.

3. Build a set •  Think about where your story will

take place •  How does that reflect values?

Vs.

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

Powerful Messages

3

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 risk?

What Values 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

Messengers

4

Credible Experts or Local Spokespeople Messengers:

Frame-changers:

•  Fishermen •  Health experts •  Scientists •  Business owners

Case Study: Rocky Mountain Front Messengers:

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

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?

Feedback?

Sian Wu Program Director Resource Media sian@resource-media.org 206.374.7795 x102 @ThatsSoEco

Belinda Griswold Program Director Resource Media belinda@resource-media.org 206-374-7795 x101

We Welcome Your Questions!

Explore More RM Trainings

•  Media Relations – October •  Story Pitching – November •  Blogger Relations – December

In the Beginning