Is framing helpful in PR?
By: Chelsea S. Matthews
Framing is a concept that identifies a message through a particular perception and carries that message from a specific point of view. Framing can be described as one of the most important techniques of a public relations strategy or campaign. It impacts a public's awareness and interpretation of a given message and can sometimes affect the way someone feels about a particular subject.
According to Susan Nall Bales' article "Breaking the Frame, "groups must be conscious of the stories that they’re telling and the hidden chains of reasoning their narratives can set off in the public mind”( Bale 1).Oftentimes framing contains hidden clues and messages. Those who use framing have a goal to silently manipulate the minds of a public in a positive or negative way.
Communication messages are often framed by the media. Bales analyzed groups to understand public prejudices through her “strategic frame analysis.” Bales explains that one reason framing is so dominating is because “Americans overwhelmingly get their information about public affairs from the news media, which in turn establishes persistent frames” (Bales 1).
I agree with Bales. A lot of times persistent stories for Americans can mean a consistent lie that somehow equals truth.
Luntz is an author whose logic behind framing I can relate to the most. Words that really work is all about who hear the words, not what you said. The government provides several examples of words that carry the same meaning but sound better to most people. The government and politicians use key words when addressing certain issues, such as saying “The right to chose” instead of “health care choice” (Luntz 4).
Public relations professionals should always stay clear of covering up facts or stretching the facts to produce an idea. However, framing is not always a bad thing as long as the truth is being conveyed. Below is an article that used framing. THe topic covered is sexual assault. Framing can be used in any case. Public relations is all about the choice of words we decide to use and how we use them. It is our job as professionals, Ron Smith says, to gain the minds of the public we’re attempting to communicate with. Once you capture the mind of your target public, it is easier to get them to think in your favor.
http://www.medicalnewstoday.com/articles/119570.php
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I found framing to be a very interesting concept.Reading the handouts about framing gave me a better understanding, and I agree it is helpful if the concept is used properly. Practicing ethics is a responsibility a PR practitioner has to follow so framing won't be taken advantage of.
ReplyDeleteI agree with you and Bales about communication messages being framed in the media. The media is the majority of Americas source to the world, and certain messages are constantly being framed. The government and politicians are a great example of people who have a big influence on the public, and who use framing frequently. Your blog touched important points, and I agree with you a 100 percent.
You explained framing in a wonderful manner. OUR story is the story that we want our publics to consider credible prospective practitioners
ReplyDeleteI agree, framing is critical to a PR strategy or campaigning, and what a way to tie in Susan Nall Bales' article, "Breaking the Frame," into your posting. The article is very informative to practitioners and others who are trying to influence the public opinion.
However, communication messages are also framed by PR practitioner. Although the media has a huge impact on the public opinion, PR people must be effective in framing its client’s message; otherwise many PR persons will be out of work.
Great job at pointing out that PR persons must not cover the truth.
This is an impressive blog posting.