Frame Your Campaign To Win

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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.

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Frame Your Campaign To Win

  1. 1. Belinda Griswold Sian Wu How to Frame Your Campaign to Win September 2010
  2. 2. About Resource Media •  Communications Strategy •  Execution and Outreach •  Digital and Social Media •  Environmental and Health Policy Focus
  3. 3. Staff 30 9 Offices San Francisco Seattle Boulder Kalispell Sacramento Bozeman Portland Salt Lake City Anchorage
  4. 4. Have a Question? Need Help?
  5. 5. 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:
  6. 6. Understanding Your Frame 1
  7. 7. 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.
  8. 8. Famous Frames
  9. 9. Dimensions of a Frame • The story that’s told • Who tells it • Where they tell it/setting • The world view of the listener
  10. 10. Is the current frame to blame?
  11. 11. Case Study: Energy vs. Wilderness
  12. 12. Reframing 2
  13. 13. Reframe •  Old energy vs. new energy •  Create a choice we can win •  Provide a common sense solution •  Win-win frame
  14. 14. 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
  15. 15. Shoot your movie •  Follow these steps!
  16. 16. 1. Script the story •  Define the problem •  Explain its relevance •  Define the solution
  17. 17. 2. Cast the Actors •  Who’s your villain? •  Who’s your hero? Think of real people •  Who would you rather ally yourself with? Vs.
  18. 18. 3. Build a set •  Think about where your story will take place •  How does that reflect values? Vs.
  19. 19. 4. Work the camera •  How much detail do you want to convey? •  Direct attention to the shots you want
  20. 20. 5. Know your audience •  Know competing interests •  Don’t rebut, reframe •  Arm yourself with polling •  Do some research online
  21. 21. 6. Schedule Repeat Showings •  Build relationships with reporters •  Cross-pollinate great content through social media •  Don’t forget your website!
  22. 22. It’s all about storytelling •  Tap into core values •  Problem/villain, hero/solution, call to action •  Good hook •  Good messenger
  23. 23. Powerful Messages 3
  24. 24. Your Message •  What are the values at stake? •  What’s the threat? •  What’s the solution?
  25. 25. Messaging: It’s not just about facts
  26. 26. Know what people think Public opinion research
  27. 27. No time or money? Alternatives: •  Gather existing polling •  News audits •  Social media monitoring •  Informal testing with your sample target audience
  28. 28. 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?
  29. 29. Multiple target audiences Tailoring your message
  30. 30. The opposition Don’t lose focus
  31. 31. Values & core concerns What Moves Your Audience? •  Health & Safety •  Prosperity •  Family •  Legacy •  Freedom
  32. 32. What values are at risk? What Values Are at Risk?
  33. 33. What’s the threat? What’s the Threat?
  34. 34. What’s the solution? What’s the Solution?
  35. 35. 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…
  36. 36. 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
  37. 37. Messengers 4
  38. 38. Credible Experts or Local Spokespeople Messengers: Frame-changers: •  Fishermen •  Health experts •  Scientists •  Business owners
  39. 39. Case Study: Rocky Mountain Front Messengers:
  40. 40. What to look for in spokespeople Joe the plumber, aka the perfect spokesperson
  41. 41. Message discipline Tips for staying on message: •  Know the message beforehand •  Practice, practice, practice •  When answering a question, respond and bridge •  Flagging
  42. 42. Building Strategic Alliances
  43. 43. 5 Take-Aways
  44. 44. 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!
  45. 45. Planning!
  46. 46. Social Media
  47. 47. 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?
  48. 48. Sian Wu Program Director Resource Media sian@resource-media.org 206.374.7795 x102 @ThatsSoEco Belinda Griswold Program Director Resource Media belinda@resource-media.org 206-374-7795 x101 We Welcome Your Questions!
  49. 49. Explore More RM Trainings •  Media Relations – October •  Story Pitching – November •  Blogger Relations – December
  50. 50. In the Beginning

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