Mission-based Advocacy Toolkit from Alliance for Children & Families

Framing a Story
Part III: Helpful Advocacy Techniques and Framework
One key element of media work is how we “frame” a story idea. Framing means:
• Packaging a group of facts to create a story.
• Choosing the information YOU want
Framing is important because the way a problem is framed determines how it will be
solved. We intentionally frame issues, because we have opinions about the way problems
should be solved. Facts don’t speak for themselves… the meaning of facts is shaped by
the context in which they are presented.
Effective frames work their way into our everyday language. E.g., those who oppose
public spending use a deliberate frame about taxes, namely that they are bad, and too
high. The taxes we pay are called the “Tax burden.” What if we used “tax share? tax
contribution?” Something we all contribute to have a decent community. “Burden”
implies something oppressive, weighing you down; “share” implies fairness, an
investment.
Good frames resonate with familiar cultural themes:
David v. Goliath: Classic underdog
Rags to riches
Cost disparities: misplaced priorities
World v. community
© January 2006 The Alliance for Children and Families 67