There have been a lot of discussions about framing. Discussions are wonderful. I'm more of a doer, personally. So I'm going to lay out a simple, step-by-step approach to building a message and getting it out there.
First, I'd like to reiterate what framing really is. Framing is using language that, while applicable to the issue at hand, refers to a giant submerged iceberg of thoughts and feelings. This hidden iceberg is called a frame.
Okay, with that in mind, let's walk through a practical framing exercise all the way through to getting the message into the public's mind.
- Choose your iceberg.
- Brainstorm messages.
- Eliminate and refine. Get focused.
- Draw your "message box" and fill it in.
- Get the word out.
That's it. Just go through the process and you'll be amazed at what you've accomplished. Let's walk through it together.
1. Choose your iceberg.
Choose a value that is central to the issue you want to talk about. George Lakoff's "Don't Think of an Elephant" lists many progressive values you can look at as examples.
Let's say my message is in support of an academic scholarship program. What value is central to my support for this scholarship program? There could be many; let's choose "fulfillment."
Fulfillment is one of those icebergs. You can say that one little word, and it carries with it a whole host of other ideas: pleasure, achievement, satisfaction, reachin one's potential, reward, delivering on a promise, and so forth. Plus, who can argue against fulfillment?
Okay. So: the scholarship program and fulfillment.
2. Brainstorm messages.
Remember, we want to use messages that evoke that iceberg. Brainstorm a big list of possible messages, keeping the core value(s) in mind.
So, for my scholarship campaign, I might have:
- Scholarships enable poorer students to achieve their potential
- It's our obligation to educate people who might not otherwise be able to afford it
- Academic quality is improved when there's a monetary incentive
- Disadvantaged students deserve our help
- We promised to fund this scholarship program
- This scholarship has helped many students in the past to get degrees
- Students without scholarships have a harder time, since they might have to work while in school
- This scholarship is cost-effective, since the academic requirements mean that the aid dollars have a higher chance of going to a student who will graduate
3. Eliminate and refine. Get focused.
Now eliminate those messages that don't use the chosen value (or values). We're crafting a focused message here. So ignore all the messages -- however true they might be -- that don't evoke that idea of fulfillment. Then refine and polish the remaining messages to improve their impact.
- If all you have is a brilliant mind, The Scholarship will handle the rest.
- The Scholarship: producing first-in-family college graduates every year
- We promised, the Scholarship delivers.
4. Draw your "message box" and fill it in.
The "message box" is a very useful tool I learned about in
an issues-framing workshop yesterday. In it, you write down four things:
What we will say about our position | What they will say about our position |
What we will say about their position | What they will say about their position |
Now let's fill it in for The Scholarship:
If all you have is a brilliant mind, The Scholarship will handle the rest. The Scholarship: producing first-in-family college graduates every year
| The Scholarship is an entitlement program. It's an irresponsible handout. Students should work for their education. |
We promised, the Scholarship delivers. | The Scholarship was set up in strong economic times. We must make hard budget choices these days. |
5. Get the word out.
Okay so now you know what you want to say, and you even know what to expect from the enemy. Take the offensive! Get the word out:
- Write up some one-page handbills with your message on them. Photocopy a hundred and leave a few in strategic places: posted on bulletin boards and telephone poles, inside the cover of a magazine at any waiting room, or any other place you can find that might be seen by someone and wouldn't be littering.
- Go to cafepress and make some shirts, hats, mugs, or whatever else you want. Spread the link to your "message gear" in your email and forum signatures.
- Post your messages online in forums and emails.
- Call talk shows. Use pre-written talking points so you can be sure to nail your message. Most talk shows won't give you more than 30 seconds, so keep it tight and say the good parts first.
- Write letters to the editor of your local papers (the smaller ones give you a better chance at publication), or buy an ad if the rates are good and the circulation touches people you want to reach.
- Go to public forums where decision-makers on your issue will be, and delivering your message in person: city council meetings, local planning committee meetings, school board meetings, and so forth. Make sure that the forum you attend includes an opportunity for public comment on your issue. Bring pre-written talking points so you can be sure to nail your message in the limited time they give you.
All of these things can be done by one to a hundred people, at a cost of $0 to $500 depending on how fancy you want to get.. It all depends on how many ready hands you can gather, and what kind of change you have in the cookie jar (or can raise from friends or through a bake sale).
Now go get em!