Upload
resource-media
View
1.067
Download
0
Embed Size (px)
DESCRIPTION
Your campaign has a great issue, solid data and a strong organization. But successful campaigns require powerful frames; winning requires setting the frame. You need to command your campaign’s own narrative. Join Resource Media for a training presentation to learn how you can successfully frame campaigns.
Citation preview
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
Staff 30 9 Offices
San Francisco Seattle Boulder Kalispell Sacramento
Bozeman Portland Salt Lake City Anchorage
Have a Question? Need Help?
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 [email protected] 206.374.7795 x102 @ThatsSoEco
Belinda Griswold Program Director Resource Media [email protected] 206-374-7795 x101
We Welcome Your Questions!
Explore More RM Trainings
• Media Relations – October • Story Pitching – November • Blogger Relations – December
In the Beginning