Framing Theory - PowerPoint Presentation

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Framing Theory

George Cox

Angela Park

David GortonSlide2
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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)Slide5

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 makeSlide6

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 recommendSlide7

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 plummetedSlide8

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=vDGrfhJH1P4Slide9

Group Activity

Analyze the following scenarios and try to think of how to frame the issues using valence, semantic, or story framingSlide10

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 Slide11

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 interpretationSlide12

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 publicSlide13

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 defectiveSlide14

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?Slide15

Applications

Community relations

-the way a message is framed can influence the community’s perception of an organization

Ex

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“

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.”Slide16

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% discountSlide17

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”Slide18

Framing effects everything!

The Frame

Spokesperson

Message dissemination

Images

What Else?Slide19

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 trustSlide20

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

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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

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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 Slide23

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.”

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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.”

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May 18, Tony Hayward on Sky News

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May 20, BP representative Randy Prescott.

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May 14, Tony Hayward, interview with The Guardian.

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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 ShowSlide25

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 employeeSlide26

Discussion

How would you frame this issue?Slide27

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 issueSlide28

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 Slide29

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