Framing growth & development
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Framing growth & development ActionMedia April 28, 2005 PA
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Framing growth & development. ActionMedia April 28, 2005 PA. Strategy. What do you want to happen?. Strategy. What do you want to happen? Who can make it happen?. Strategy. What do you want to happen? Who can make it happen? What story do they need to hear?. Strategy. - PowerPoint PPT Presentation
Transcript of Framing growth & development
Framing growth & development
ActionMediaApril 28, 2005
PA
Strategy
What do you want to happen?
Strategy
1. What do you want to happen?
Who can make it happen?
Strategy
1. What do you want to happen?
2. Who can make it happen?
What story do they need to hear?
Strategy
1. What do you want to happen?
2. Who can make it happen?
3. What story do they need to hear?
Who do they need to hear it from?
Strategy
1. What do you want to happen?
2. Who can make it happen?
3. What story do they need to hear?
4. Who do they need to hear it from?
How do you get the story to them?
Strategy
1. What do you want to happen?
2. Who can make it happen?
3. What story do they need to hear?
4. Who do they need to hear it from?
5. How do you get the story to them?
Facts are meaningless
Facts are meaningless
Meaning is in the story
Facts illustrate the story
story?
Referred to in pejorative terms as urban sprawl, suburbanization has been blamed for a number of negative impacts.
Proposals to alter land-use laws in response to the perceived crisis are likely to have serious, negative side effects, such as reducing the rate of home ownership and increasing burdens on the young, middle-class families.
Suburbanites cherish the very lifestyle that that the opponents of suburbanization abhor.
-Commonwealth Foundation of Pennsylvania
Frame
What’s in your story? What is not?
Structural design for all communications
Why Framing
People hear a message in terms of what they already know and believe.
A frame directs a listener’s thinking- establishes associations and context for a message
Death penalty is immoral
It is wrong for the state to take a human life.
Courts make mistakes
Innocent people are being executed.
Frames and leadership
• Provides language that resonates with constituents
• Rooted in assumptions opponents won’t publicly refute
Building a Frame
Values held in common
Big Picture
Common Good
Fairness
Democracy
Values that come into play in specific proposals
Choice
Convenience
Security
Conservation
Community
Context
Local progress, growth & development
Pennsylvania’s economic prosperity
Issue
What, where and how to build next
Growth & Development
I. Values: Fairness, big picture, common good and democracy.
Also choice, security, convenience, conservation, and community.
II. Context for values: Local progress, growth and development
III. The Issue: What, where and how to build next?
