Framing is your analysis of the issue. The frame defines what’s in your story

Use your frame to advance your position:

Use your frame for maximum media impact:

There are two sides to a story. How is the issue currently framed? How would you like it framed?

Hooks for your frame

Framing Steps

“Frame” the issue by answering these questions:

What is this issue really about? Broader subject and theme.

Who is affected? Bigger, wider potential audience, more drama, and reach.

Who are the players? Good guys, bad guys.

What hooks does this frame contain? Controversy, human interest, trend, etc.

What pictures and images communicate this frame?


What’s a message for?

Anatomy of a winning message

A winning message contains: