Framing and messaging are two of the most important aspects of executing any communications plan.

These elements help you clearly communicate your point to a real-world audience in an engaging and effective way.

rgb/tng39521/cwa/afl-cio

A frame describes the issue in a way that keeps the focus on the primary values and needs of your target audience.

It also makes the story relevant and newsworthy to journalists and your target audience.

The frame lays the conceptual groundwork for creating winning messages to advance your union’s work.

rg/tng39521cwa/afl-cio

“Framing is telling the truth as we see it.” –George Lakoff

2008: Minimum Wage Sparks Maximum Rage

Working Poor to Get a Raise

Raise Means Little to Some Fast-Food Workers

“Workers/Working Families” – How are the workers and their families effected?

“Public Health/Safety” – How could the issue effect the health and safety of the community at large?

“Community/Economic Impact” – How does this issue effect everyday Californians struggling in this economy?

Activity #1: Take a moment to think about your issue, then answer the questions below to frame your topic in a way that makes it relatable for working families and appealing to the news media.

What is the issue really about?Who is affected?Who are the players?What makes this important to your audience?What images or pictures would help communicate this frame?

rgb/tng39521/cwa/afl-cio