Downloaded 24 times
Uploaded byResource Media
Frame Your Campaign To Win
The document provides a comprehensive guide on how to frame a campaign effectively, emphasizing the importance of messaging and storytelling to engage audiences. Key elements include understanding frames, reframing issues, constructing powerful messages, and choosing credible messengers. The guide offers practical steps for developing a campaign strategy catered to specific audience values and concerns.
More Related Content
Frame Your Campaign To Win
- 1. Belinda Griswold SianWu How to Frame Your Campaign to Win September 2010
- 2. About Resource Media • Communications Strategy • Execution and Outreach • Digital and Social Media • Environmental and Health Policy Focus
- 3. Staff 30 9 Offices San FranciscoSeattle Boulder Kalispell Sacramento Bozeman Portland Salt Lake City Anchorage
- 4. Have a Question?Need Help?
- 5. 1. Understanding aframe 2. First steps to reframing 3. Creating a powerful, persuasive message 4. Assembling your team of messengers What we’ll cover:
- 6.
- 7. Frames are mental structuresthat 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.
- 9. Dimensions of a Frame • Thestory that’s told • Who tells it • Where they tell it/setting • The world view of the listener
- 10. Is the current frameto blame?
- 11.
- 12.
- 13. Reframe • Old energyvs. new energy • Create a choice we can win • Provide a common sense solution • Win-win frame
- 14. Key to Reframing • Identifythe 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. Shoot your movie • Followthese steps!
- 16. 1. Script the story • Define the problem • Explain its relevance • Define the solution
- 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. 3. Build aset • Think about where your story will take place • How does that reflect values? Vs.
- 19. 4. Work the camera • How much detail do you want to convey? • Direct attention to the shots you want
- 20. 5. Know your audience • Know competing interests • Don’t rebut, reframe • Arm yourself with polling • Do some research online
- 21. 6. Schedule Repeat Showings • Buildrelationships with reporters • Cross-pollinate great content through social media • Don’t forget your website!
- 22. It’s all about storytelling • Tap into core values • Problem/villain, hero/solution, call to action • Good hook • Good messenger
- 23.
- 24. Your Message • Whatare the values at stake? • What’s the threat? • What’s the solution?
- 25.
- 26. Know what peoplethink Public opinion research
- 27. No time ormoney? Alternatives: • Gather existing polling • News audits • Social media monitoring • Informal testing with your sample target audience
- 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. Multiple target audiences Tailoringyour message
- 30.
- 31. Values & coreconcerns What Moves Your Audience? • Health & Safety • Prosperity • Family • Legacy • Freedom
- 32. What values are atrisk? What Values Are at Risk?
- 33.
- 34. What’s the solution? What’s theSolution?
- 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. The Big 4Counter 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.
- 38. Credible Experts orLocal Spokespeople Messengers: Frame-changers: • Fishermen • Health experts • Scientists • Business owners
- 39. Case Study: RockyMountain Front Messengers:
- 40. What to lookfor in spokespeople Joe the plumber, aka the perfect spokesperson
- 41. Message discipline Tips forstaying on message: • Know the message beforehand • Practice, practice, practice • When answering a question, respond and bridge • Flagging
- 42.
- 43.
- 44. Takeaways: • If youdon’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.
- 46.
- 47. 1. Would you recommendthis 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. Sian Wu Program Director ResourceMedia 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. Explore More RMTrainings • Media Relations – October • Story Pitching – November • Blogger Relations – December
- 50.