1. What’s This All About? Advocate’s College January 6, 2011

2. Frames Create Reality “The way in which the world is imagined determines at any particular time what men will do.” -Walter Lippman, 1921 -(courtesy of Dr. Frank Gilliam)

3. Frames Influence Decisions “Every frame defines the issue, explains who is responsible, and suggests potential solutions. All of this is conveyed by images, stereotypes, or anecdotes.” - Charlotte Ryan, Prime Time Activism, 1991

4. Message Development What’s wrong? –We have disinvested in our children by not funding physical education. Why does it matter? –This endangers the health of the next generation. –We have a responsibility to provide children a fair chance to be strong and successful. What should be done? 1) Physical education must be part of an overall healthy education. 2) The legislature must provide adequate funds for complete education.

5. Message Development What’s wrong? –We have left the food industry to determine the diet and health of our children. Why does it matter? –This endangers the health of the next generation. –We have a responsibility to provide children a fair chance to be strong and successful. What should be done? 1) Limit availability of fast food outlets. 2) Increase the availability of affordable, nutritious foods.

6. Are you leading with “Level 1” Values to shape a “big picture” understanding of the issue being discussed? Are you answering the “why should I care” question? Values Matter

7. Levels of Thinking Level One – Big ideas: protection, justice, family well-being, opportunity, prosperity Level Two – Issues: the environment, housing, children’s issues, workforce development Level Three – Policies: bycatch, housing trust fund, SCHIP presumptive eligibility, EITC

8. Are you elevating notions of shared fate and the common good – the values that give rise to public action and a role for government? Are you speaking to your audience as citizens, not just consumers? Are you telling “system-stories” that evoke the “landscape” of issues at play instead of focusing only on “portraits” of the individuals affected? The Benevolent Community

9. Are you telling a story of hope and aspiration or an overwhelming crisis story? Are you offering solutions? Do they seem attainable, with pragmatic steps for getting there? Aspiration not Desperation

10. Are you using the tools of good storytelling – analogies, metaphors and the “public structures model” – to create understanding? Do your numbers confuse or illuminate? Can you use “social math” to help give large or abstract numbers context and create understanding? Good Storytelling Tools

11. What is your tone? Are you evoking partisanship, “just politics” and a “fight” between two sides or are you reasonable and pragmatic, focusing on collective solutions and government as a practical tool? Don’t Play on the Opposition’s Turf

12. Don’t “cue up” an opposing position and then attempt to refute it. Don’t Play on the Opposition’s Turf

13. Use “message boxes” as a tool to help you focus your message Values Vision Problem Solution Strategy Tools

14. Use “orthagonal” or unusual messengers to tell your story Allies with no perceived self-interest Teachers talking about hunger Police officers talking about homelessness Food Bank staff talking about housing costs Health care providers talking about grocery stores Strategy Tools

15. Practice “message discipline” Create an “echo chamber” Say it til you’re sick of hearing it, and then say it some more Strategy Tools

16. Learn to pivot When asked an off the topic question – Pivot When pushed up against the wall – Pivot Have – and use – a “safety phrase” “well Larry, we’re talking about the future of our children” Use your message box as a crutch – if it’s not in the box, it doesn’t come out of your mouth Strategy Tools

17. Be deliberate in how you frame your issues. Be disciplined in how you frame your issues. Be persistent in how you frame your issues. Stay Focused