Framing TheoryGeorge CoxAngela Park

David Gorton

What is framing theory?

“PR ‘frame strategists’ can affect the decisions journalists/editors make about who to interview, what questions to ask, and what specific words to use when writing a story.”(Swann, p.18)

In other words…

Framing-a definition of reality through the use of inclusion/exclusion and emphasis of certain aspects of a message (Hallahan, 1999)

How something is presented “the frame” influences the choices people make

Types of framing

3 common types of framing:

Valence framing: putting information in either positive or negative light

Ex.-9/10 doctors recommend vs. 1/10 doctors do not recommend

Types of framing

Semantic Framing: alternative phrasing of terms

Ex.-The glass if half full vs. half empty

Our stock prices took a hit vs. our stock prices plummeted

Types of framing

Story Framing: select key themes/ideas as the focus of a message

Incorporate a story/narrative that supports the theme

Ex- http://www.youtube.com/watch?v=vDGrfhJH1P4

Group Activity

Analyze the following scenarios and try to think of how to frame the issues using valence, semantic, or story framing

Framing in PR

Often referred to as “spin doctors” or “image makers”

Communication is how we describe and define reality, which is a subjective process

Practitioners use frames to construct the reality of an organizations position

Framing in journalism

Select some aspects of a perceived reality and make them more salient in

order to promote a particular

› Problem› Definition

› Moral evaluation› Causal interpretation

The role of framing in PR

Helps PR practitioners decide what frame of reference to use when crafting messages

By accentuating particular attributes of an organization, practitioners can influence perception by the public

Applications

Issues management-the way a message is framed can have a strong impact on an issue, particularly during a crisis› Ex: Spokesman for a car manufacturing

company is at a press conference explaining that a number of cars from the new model are defective

Applications

A: “Out of the 1 million cars produced, 10,000 are defective.”

B: “Only 1% of all the cars produced are defective.”

Which headline sounds better?

Applications

Community relations-the way a message is framed can influence the community’s perception of an organization › Ex. “The Office of community relations works

with partners from the community to ensure that we are a good neighbor who fulfills our responsibilities as a corporate citizen.”

Applications

Consumer relations-framing issues to maximize opportunity and minimize risk

› Ex: Beef described as 75% lean vs. 25% fat› A ten dollar product could be marketed at a $5

discount OR a 50% discount

Applications

Media Relations-the way issues are framed creates the context in which the discussion occurs within the media

Ex. The war in Iraq was framed as a “War on Terror” in the media

Banks during the mortgage crisis were framed as “too big to fail”

Framing effects everything!

The Frame

Spokesperson

Message disseminatio

n

Images

What Else?

Think Back: Dominoes Case

Two employees posted disgusting videos on Youtube

Domino’s Frame › Commitment to delivering quality pizza

using ethical practices to keep customers loyalty and trust

Framing and Domino’s Decisions

Key messages › Apologize for the isolated incident › Investigating and punishing the two employees› Want to keep your trust › Commitment to good quality pizzas

Spokesperson › CEO

Publics that they targeted› Customers and stockholders

Timeline › Crisis – have to act quickly

› Domino’s frame affected the different elements and aspects they decided to utilize

PR Practitioner Job

Without effectively picking what to include, exclude, and emphasize› The frame will not be successful

The practitioners job › Pick the right frame› The right elements = effective frame

BP Oil Spill

BP used several different frames› The spill is not a big deal; only an

inconvenience “The environmental impact of this disaster is

likely to have been very, very modest.” 1

“Louisiana isn’t the only place that has shrimp.” 2

› Scientific frame; what is being done to fix the spill “The Gulf of Mexico is a very big ocean. The

amount of oil and dispersant we are putting into it is tiny in relation to the total water volume.” 3

1 May 18, Tony Hayward on Sky News2 May 20, BP representative Randy Prescott. 3 May 14, Tony Hayward, interview with The Guardian.

Frames (continued)

BP tried to shift blame onto the rig operators› "It wasn't our accident, but we are

absolutely responsible for the oil, for cleaning it up, and that's what we intend to do,” Tony Hayward on Today Show

Result?

All of the frames backfired› People saw CEO Tony Hayward as out-of-

touch and naïve› People saw the scientific frame as

insensitive

“The only time Tony Hayward opens his mouth was to change feet” - Glenn DaGian, former BP employee

Discussion

How would you frame this issue?

Other Frames

Media Framing in the UK focused on BP’s efforts to contain and clean up the spill

American media framed the spill as a human issue

Result of Competing Frames

BP, Tony Hayward, and the British Government were all seen as antagonistic players in this case

American media championed the cause of the people effected by the spill

Things to remember

Framing defines a reality by including, excluding, and emphasizing certain aspects of a message

Don’t spin facts or create images.

Framing helps practitioners analyze and solve problems and all aspects of the industry