The Importance of Knowing How to Frame Your Message

Framing is one of the most important tools in public relations. This tool allows your publics to see the story in a different light. Much of our media today goes through a gatekeeper, a gatekeeper is responsible for “filtering,” the messages that we receive. While the gatekeeper is filtering he is also framing the message to suit his/her publics. For example, one of the biggest issues we have facing the world today is “Climate Change.” Climate change, global warming, climate crisis and the list goes on are some of the names used to refer to the biggest issues facing the world. Why is it that we have so many names for one particular issue? Well, it is simple it’s all about how people feel. When people here climate crisis it sounds very alarming. It doesn’t sound as if this is normal and it starts to instill fear in these publics mind. According to The Psychology of Climate Communications, framing is important because it brings central points to the forefront. Framing helps the publics organize their ideas in order to formulate an opinion. Framing also helps to place “blame.” Framing can help the publics decide who the aggressor is and what should be done to deal with that person. According Malcolm Gladwell’s Tipping Point there are a group of people that are key influencers in getting a message delivered the connector, maven, and salesmen. It is important that these people are on board when you are trying to frame a particular message. Framing has many different steps that can be used in order to promote a call to action. CRED says that are two people that have certain goals and what they focus on. There are the promotion focused and the prevention focused. The promotion focused people are concerned about progression. While the prevention focused people are concerned with they are a concerned with maintain the “status quo.” It is important as a PR practitioner that you keep in mind the various publics that you have. Every message has to be framed in a certain context in order for it to be received well. In framing it is important to remember the proximity of the frame. Localizing the frame can make it more effective. Giving the publics a sense of loyalty and familiarity makes them more comfortable with the message. Lastly, on important strategy for framing is alluding to the future. It is important to give the publics a look to the future at the same time it is important not loose focus of the present. The important thing for a PR practitioner to remember is that framing can come across a manipulative being sure to include the facts and to appear unbiased is important. Being able to frame is a great way to spread a message, move a call to action, and appealing to the publics.