2.  ConflictNarratives
 Faux Balance
 Caricatures
 “Gotcha”
 Event-Driven
Coverage
 Feel-Good News

3.  What does it matter?
 MEGO
 TMI
 Math Problem
 Lack of Narrative
 Retribution from key sources

4.  What is average
watcher looking for?
 Know their deadlines
 Have spokespeople
ready and prepped
 Consider narrative
 Framing is critical

5.  Read George Lakoff
 Reach people where
they’re at, not where
we’re at
 What are our top
values? (i.e. Fairness,
Accountability,
Transparency,
Opportunity, etc.)
 Strategic Initiatives
 Spitfire Message Box

7.  Relationships with
reporters; they get
several hundred press
releases a day
 Targeting “beat”
reporters who’ve
written on the topic
 Measuring impact
 Creativity: billboards,
good visuals, provide
video, etc.

8.  Twitter Handles – reporters follow
 Blogs put frame forward
 Facebook drives content

9.  Be focused and
aspirational!
 Tap into shared
values, experiences,
mythology, history,
sense of self, etc.)
 Include solutions that
engage people
 Articulate a central
and positive role for
government