Messaging 101: Crafting Your Message to Engage the Media (and Other Audiences) . March 18, 2011. Agenda for Today. Introductions and Housekeeping Framing the Message Why Messaging is So Important What Makes a Strong Message Understanding Your Audience
Messaging 101: Crafting Your Message to Engage the Media (and Other Audiences)
March 18, 2011
“Content is not a scarce resource; attention is a scarce resource.”
Pete Cashmore, Founder of Mashable
Frames are mental structures that shape the way we think. As a result, they shape the goals we seek, the places we make, the way we act and what counts as a good or bad outcome of our actions. In politics, frames shape our social polices and the institutions we form we to carry out our policies. To change our frames is to change all of this. Reframing is social change.
-George Lackoff, Don’t Think of An Elephant
Source: Washington Post A-1, March 8, 2011
Map Audiences Against Desired Outcomes
Source: Frameworks Institute www.frameworksinstitute.org
Safer Future by Eliminating Drunk Driving
Why have these been effective?