Working with frameworks and values
Frameworks and values-based communications provide a better understanding of the perspectives, evidence, emotions and messages that are most effective in convincing the public to follow a more virtuous path and support a cause. Understanding the frameworks and values surrounding a particular issue or subject is therefore the first step in developing a creative, convincing and successful story.
The key principles behind responsible communication
How can you communicate by framing your messages and conveying your values?
Framing your messages
Framing your messagesFraming refers to the way you shape your message, the words you use, the context and the way you get people to change their choices or behaviour. To frame your messages:
- Sort out the elements you want to highlight and those you want to leave out;
- Think about the way you present the problem, the tone you use;
- Give meaning to your message to create a link that is both emotional and rational. Give meaning to your message to create a link that is both emotional and rational.
Communicating with values
Communicating with valuesIt is important to understand how to appeal to common or widely shared values in communications aimed at social or environmental change. To communicate with values:
- Trust your audience and empower them;
- Avoid appealing to values of personal interest (e.g. financial success, social status or notoriety);
- Oppose public policies and institutions that promote these self-interested values;
- Anchor your communication in compassionate values;
- Collaborate with other players who share the same values.
