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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