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Framing growth & development ActionMedia April 28, 2005 PA.

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Presentation on theme: "Framing growth & development ActionMedia April 28, 2005 PA."— Presentation transcript:

1 Framing growth & development ActionMedia April 28, 2005 PA

2 Strategy What do you want to happen?

3 Strategy 1.What do you want to happen? Who can make it happen?

4 Strategy 1.What do you want to happen? 2.Who can make it happen? What story do they need to hear?

5 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?

6 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?

7 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?

8 Facts are meaningless

9 Facts are meaningless Meaning is in the story Facts illustrate the story

10 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

11 Frame What’s in your story? What is not? Structural design for all communications

12 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

13 Death penalty is immoral It is wrong for the state to take a human life.

14 Courts make mistakes Innocent people are being executed.

15 Frames and leadership Provides language that resonates with constituents Rooted in assumptions opponents won’t publicly refute

16 Building a Frame

17 Values held in common Big Picture Common Good Fairness Democracy

18 Values that come into play in specific proposals Choice Convenience Security Conservation Community

19 Context Local progress, growth & development Pennsylvania’s economic prosperity

20 Issue What, where and how to build next

21 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?

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