Framing in PR is a learnยญable lanยญguage skill.
Stakeholders and pubยญlics will likely perยญceive corยญporยญate mesยญsaging based on their pre-existยญing conยญfirmยญaยญtion biases.
โWe donโt see things as they are; we see things as we are.โ
โ Anais Nin
Therefore, organยญisaยญtions must seize every opporยญtunยญity to frame their storยญies with lanยญguage that ampยญliยญfies their Core Message.
Here we go:
Persuasion Through Framing
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Persuasion Approach: Framing
Framing is a useยญful approach to persuasion:
Framing (in perยญsuaยญsion) = the rhetยญorยญicยญal use of dynamยญic lanยญguage to emphasยญise the straยญtegic PR objectยญive withยญin the conยญfines of a speยญcifยญic comยญmuยญnicยญaยญtion activity.
In othยญer words, there are 1,000 ways to say anyยญthing. In PR, itโs wise to choose words that proยญmote your cause.
To perยญsuade (and mitยญigยญate conยญfirmยญaยญtion bias), PR proยญfesยญsionยญals can adopt an approach using the sevยญen modยญels of framยญing idenยญtiยญfied by Hallahan (1999):
โThis paper idenยญtiยญfies 7 disยญtinct types of framยญing in pubยญlic relaยญtions, which can be used to straยญtegicยญally creยญate mesยญsages and audiยญence responses.โ
Source: Journal of Public Relations Research 1Hallahan, K. (1999). Seven Models of Framing: Implications for Public Relations. Journal of Public Relations Research, 11, 205โโโ242. https://โdoiโ.org/โ1โ0โ.โ1โ2โ0โ7โ/โSโ1โ5โ3โ2โ7โ5โ4โXโJโPโRโRโ1โ1โ0โ3โ_02
Each of these framยญing strategies can be used to tacยญticยญally navยญigยญate and counยญterยญact conยญfirmยญaยญtion bias, leadยญing audiยญences to reconยญsider their pre-estabยญlished beliefs and perceptions.
Learn more: Framing in PR: How To Bypass Confirmation Bias
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Dynamic Language in Leadership Communication
Framing in leadยญerยญship comยญmuยญnicยญaยญtion is cruยญcial because it allows leadยญers to effectยญively conยญnect with and influยญence their diverse audiยญences in variยญous contexts.
By using dynamยญic lanยญguage with metaยญphors, jarยญgon, conยญtrasts, spin, and storytelling, leadยญers can tailยญor their mesยญsages to resยญonยญate with difยญferยญent groups, whethยญer employยญees, stakeยญholdยญers, or publics.
โEffective leadยญerยญship is achieved through effectยญive framยญing, which involves using metaยญphors, jarยญgon, conยญtrasts, spin, and storยญies to comยญmuยญnicยญate effectยญively and estabยญlish credยญibยญilยญity.โ
Source: American Journal of Health-System Pharmacy 2Fairhurst, G., & Sarr, R. (1996). The Art of Framing: Managing the Language of Leadership. American Journal of Health-System Pharmacy, 53, โฆ Continue readยญing
Metaphors and storยญies help simยญpliยญfy comยญplex ideas and make them relatยญable while using speยญcifยญic jarยญgon can estabยญlish credยญibยญilยญity withยญin a parยญticยญuยญlar field. Contrasts and spin aid in highยญlightยญing key points and shapยญing perspectives.
This dynamยญic approach to framยญing not only ensures clarยญity and underยญstandยญing but also builds trust and credยญibยญilยญity. It allows leadยญers to navยญigยญate difยญferยญent culยญturยญal, social, and proยญfesยญsionยญal landยญscapes, ensurยญing their mesยญsage is not just heard but is influยญenยญtial, perยญsuasยญive, and motivating.
โLeadersโ framยญing abilยญitยญies are influยญenced by their social conยญstrucยญtionยญism, mesยญsage design logics, and whethยญer they are a teachยญable skill.โ
Source: Leadership 3Fairhurst, G. (2005). Re-framยญing The Art of Framing: Problems and Prospects for Leadership. Leadership, 1, 165โโโ185. https://โdoiโ.org/โ1โ0โ.โ1โ1โ7โ7โ/โ1โ7โ4โ2โ7โ1โ5โ0โ0โ5โ0โ5โ1โ857
Using dynamยญic lanยญguage in leadยญerยญship comยญmuยญnicยญaยญtion is about conยญveyยญing informยญaยญtion and mesยญsages that inspire, engage, and drive meanยญingยญful action.
Thanks for readยญing. Please supยญport my blog by sharยญing artยญicles with othยญer comยญmuยญnicยญaยญtions and marยญketยญing proยญfesยญsionยญals. You might also conยญsider my PR serยญvices or speakยญing engageยญments.
PR Resource: Persuasion
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Doctor Spinโs PR School: Free Persuasion PR Course
Use this free Persuasion PR Course to elevยญate your pubยญlic relaยญtions game with powerยญful insights. Drive impact and influยญence like nevยญer before.
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PR Resource: Communicative Leadership
The Checklist for Communicative Leadership
Being a great leadยญer can be dauntยญing. However, with effort (and attenยญtion to detail), all leadยญers can pracยญtice expressยญive and preยญcise communication.
โThe single biggest probยญlem in comยญmuยญnicยญaยญtion is the illuยญsion that it has taken place.โ
โ George Bernard Shaw
How can you ensure your leadยญerยญship is expressยญive and preยญcise in pracยญticยญal situations?
As a rule of thumb:
Make sure to pass these comยญmuยญnicยญatยญive leadยญerยญship checks:
โExpressive and preยญcise comยญmuยญnicยญaยญtion styles have a stronger link to leadยญer outยญcomes than perยญsonยญalยญity traits extraยญverยญsion and conยญscienยญtiousยญness.โ
Source: Human Performance 4Bakker-Pieper, A., & Vries, R. (2013). The Incremental Validity of Communication Styles Over Personality Traits for Leader Outcomes. Human Performance, 26, 1โโโโฆ Continue readยญing
Communicative Leadership (Infographic)
Learn more: The Checklist for Communicative Leadership
ANNOTATIONS
1 | Hallahan, K. (1999). Seven Models of Framing: Implications for Public Relations. Journal of Public Relations Research, 11, 205โโโ242. https://โdoiโ.org/โ1โ0โ.โ1โ2โ0โ7โ/โSโ1โ5โ3โ2โ7โ5โ4โXโJโPโRโRโ1โ1โ0โ3โ_02 |
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2 | Fairhurst, G., & Sarr, R. (1996). The Art of Framing: Managing the Language of Leadership. American Journal of Health-System Pharmacy, 53, 2670โโโ2671. https://โdoiโ.org/โ1โ0โ.โ1โ0โ9โ3โ/โaโjโhโpโ/โ5โ3โ.โ2โ1โ.โ2โ670 |
3 | Fairhurst, G. (2005). Re-framยญing The Art of Framing: Problems and Prospects for Leadership. Leadership, 1, 165โโโ185. https://โdoiโ.org/โ1โ0โ.โ1โ1โ7โ7โ/โ1โ7โ4โ2โ7โ1โ5โ0โ0โ5โ0โ5โ1โ857 |
4 | Bakker-Pieper, A., & Vries, R. (2013). The Incremental Validity of Communication Styles Over Personality Traits for Leader Outcomes. Human Performance, 26, 1โโโ19. https://โdoiโ.org/โ1โ0โ.โ1โ0โ8โ0โ/โ0โ8โ9โ5โ9โ2โ8โ5โ.โ2โ0โ1โ2โ.โ7โ3โ6โ900 |