How I FRAME!!!!!!

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.

The Tipping Point

The Tipping Point should serve as a PR Bible for PR practitioner's. The book highlights the starting and take off points for any product or trend. Malcolm Gladwell does an excellent job at breaking down the science of "The Tipping Point." In the book Gladwell uses the word epidemic to provide a metaphor for the tipping point. No one knows why something takes off or how it happens but the impact is known. Gladwell provides three factors that every trend possess; the law of the few, the stickiness factor, and the power of context. Gladwell also pinpoints three people that help to "sell " the trend; Connectors, Mavens, and Salesmen. If any PR campaign posses those three people it is sure to succeed according to Gladwell.
One of the examples provided in the book was the epidemic of the Hush Puppy shoes. Hush Puppies were on their way of being out of style and extinct, until some New York city kids begin to wear them. What started out with a few kids trying to be different, turned into a rebirth of a classic. Hush Puppies became the "it" fashion for ever designer's line.
It is important for a PR practitioner to remember that the "tipping point" serves as the catalyst for a major move in an idea, theory, or product.