Framing growth & development

Framing growth & development

ActionMediaApril 28, 2005

PA

Strategy

What do you want to happen?

Strategy

1. What do you want to happen?

Who can make it happen?

Strategy

1. What do you want to happen?

2. Who can make it happen?

What story do they need to hear?

Strategy

1. What do you want to happen?

2. Who can make it happen?

3. What story do they need to hear?

Who do they need to hear it from?

Strategy

1. What do you want to happen?

2. Who can make it happen?

3. What story do they need to hear?

4. Who do they need to hear it from?

How do you get the story to them?

Strategy

1. What do you want to happen?

2. Who can make it happen?

3. What story do they need to hear?

4. Who do they need to hear it from?

5. How do you get the story to them?

Facts are meaningless

Facts are meaningless

Meaning is in the story

Facts illustrate the story

story?

Referred to in pejorative terms as urban sprawl, suburbanization has been blamed for a number of negative impacts.

Proposals to alter land-use laws in response to the perceived crisis are likely to have serious, negative side effects, such as reducing the rate of home ownership and increasing burdens on the young, middle-class families.

Suburbanites cherish the very lifestyle that that the opponents of suburbanization abhor.

-Commonwealth Foundation of Pennsylvania

Frame

What’s in your story? What is not?

Structural design for all communications

Why Framing

People hear a message in terms of what they already know and believe.

A frame directs a listener’s thinking- establishes associations and context for a message

Death penalty is immoral

It is wrong for the state to take a human life.

Courts make mistakes

Innocent people are being executed.

Frames and leadership

• Provides language that resonates with constituents

• Rooted in assumptions opponents won’t publicly refute

Building a Frame

Values held in common

Big Picture

Common Good

Fairness

Democracy

Values that come into play in specific proposals

Choice

Convenience

Security

Conservation

Community

Context

Local progress, growth & development

Pennsylvania’s economic prosperity

Issue

What, where and how to build next

Growth & Development

I. Values: Fairness, big picture, common good and democracy.

Also choice, security, convenience, conservation, and community. 

II. Context for values: Local progress, growth and development

III. The Issue: What, where and how to build next?

ActionMedia612 - 331- 6466

[email protected]

ActionMedia

[email protected]

[email protected]

612-331-6466

ActionMedia

[email protected]

[email protected]

612-331-6466