SCfN Chapter 4

Framing and Developing Messages

I found the hidden text sample in the beginning of the chapter with ECONOMIC DEVELOPMENT and FCQNQMIC DFVFIQRMFNT to be very interesting because, as the text states, our brains are trained to respond with a default mode and assume familiar words. Introducing people to new ideas causes their brains to open a new frame. An example of this is the rebranding we are going to do with REP from the Megan Project for Safe Harbor. Many people who are familiar with Safe Harbor think of the Megan Project, but we want them to think of REP now.

Values, framing and communications have connections when it comes to mission statements. Environmental and and cultural aspects often change values, but not to a great extent.
Primary values are dominant when competing with other values. Secondary values are important but vulnerable to other values. *When developing a message, first identify the core values that may attract people to your cause!!! The word responsibility can be taken differently depending on how you were raised and on your values.

Big ideas get attention.
Level One= big ideas and values (family, safety, equality...)
Level Two= issues and movements (women's, civil and human rights, immigration, environment...)
Level Three= specific policies and legislation (150 account, pre-K, TANF...)

Ranking of most important issues.
First tier= war on terrorism, health care, economy
Second tier= environment, crime/violence, foreign policy
Third tier= same-sex marriage, abortion, budget deficits

Circles of communication effectiveness.
From inside/center to out:
individual
nuclear family
extended family
close friends and associates
clergy, doctors and counselors
newspapers, direct mail and Internet
mass media: radio, TV, cable, satellites and movies

*Values, problems, solutions, and actions should all surround the main message.

So interesting how "in nearly every focus group conducted about US aid to poor or developing countries, someone in the group says, 'it is better to teach a man to fish than give him a fish.'" AKA- speak in a language the audience understands! try to put yourself in their shoes! For Safe Harbor, we will do our research on domestic violence PRIOR TO beginning and projects!