In dealing with Framing it is important for a PR practitioner to know the basis of what framing is really about.
A strategic frame analysis is an approach to communications research and practice that pays attention to the public’s deeply held worldviews and widely held assumptions, according to the frameworks institute. It is very important that a PR practitioner recognizes that there are multiple ways to tell a story. YOUR story is the one that you want to have the most creditability and be the most persuasive but not manipulative.
It is important to know exactly what a frame consists of, METAPHORS, VISUALS, STORIES, CONTEXT, MESSAGES, MESSENGERS AND NUMBERS. This is how to effectively reach the audience that you desire and to insure that they see the story from your point of view.
In dealing with the issue of “CLIMATE CHANGE,” it is amazing to see how even the name screams framing. When the issue of climate change first came about we referenced it as Global Warming. The term brings about a harsh and negative cononation when you hear it.
One example of framing, was when Philip Morris the smoking company came up with the Smoker Alliance. This was a non-profit organization that helped smokers fight for their rights! That was how the organization was framed. It actually an astro-turf, it was highly funded organization that was used to enforce tobacco laws in favor of the smoking company.
It is important to remember that when you are framing you must stick to the views of your publics. It is a great way to send a message that will work in your favor.
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You explained framing in a wonderful manner. OUR story is the story that we want our publics to consider credible. Your break down of what framing consist of really helps prospective practitioners with developing an idea of the science that is put into a PR campaign.
ReplyDeleteTiffany I agree with you on your explanation of framing. You explained what framing is and what it all about. As a PR practitioner you made clear what our objective is for our publics. I also like how you used an example that our class is familiar with to help support your view of framing. I agree with you when you stated it is important for the PR practitioner to have a story that is most creditable, persuasive but not manipulative.
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