In a noisy world, the dominant voices are those that successfully "frame" the story.
A frame is more than an interpretation of events. It is a way of understanding, a mental shortcut that helps people to manage information. As the artificial intelligence expert Roger Schank puts it, "understanding means finding a story you already know and saying, 'Oh yeah, that one."' That's the frame.
We help clients identify the optimum frame and establish it in the public mind. In a crisis, we can help lift a story out of a frame that might have been set up by critics.
To communicate well, you must be heard and understood. Framing helps.
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