Strategic Framing

The roots of this crisis go back to the Carter administration. That was when government officials, egged on by left-wing activists, began accusing mortgage lenders of racism and ‘redlining’ because urban blacks were being denied mortgages at a higher rate than suburban whites…~ Jeff Jacoby, Boston Globe, Sept. 28, 2008.

Who is to blame here?

Corporations, politicians, media, advertisers use strategic framing to gain market shares, capture our support, shape public opinion and sell products every day. Equal justice advocates can use the same techniques to win support for our client’s causes and our work. By deploying strategic framing, you can present your clients’ issues in a new light that can win you support in unexpected quarters. The Strategic framing training covers the following topics:

• Social cognition theory and framing
• The principles of framing
  • What are the dominant frames in American culture
  • How have frames been used in American history
  • Framing of critical issues of race
  • Frames that don’t work and frames that tested well
• Rules for effective framing
• Message development – values, issues, solutions.
• Review examples of framing and messaging to dissect the frames and components of messages and evaluate their efficacy in reaching the target audience
• Using frames in equal justice advocacy
  • Identify frames currently in use
  • Choose new frames that might work
    • Identify target audience
    • Apply effective framing rules in all communications