Understanding Framing

Framing, a concept that identifies messages through a particular perception and moves a message accordingly, can be described as one of the most important techniques of a public relations strategy or campaign. Framing is important because it influences a public to understand or view a message from different perspectives and, eventually, allows the public to gain knowledge from the message.

According to Susan Nall Bales' article, "Breaking the Frame," framing was first introduced by Gregory Bateson in 1955 to describe "how preconceptions influence the way the public interprets and assesses a given political position or issue." Bales continues to explain how sociologist Erving Goffman published the book "Frame Analysis" in 1974. In his book, Goffman identified how people make judgments that allow them to gather their own ideas about certain messages. Goffman's approach was later applied to communication tactics (Bales, 1).

Communication messages are framed by the media. Bales proved this theory with an analysis demonstrated through surveys that analyzed past media coverage, examined possible frame patterns and recognized how "to open the minds of new policy solutions" (Bales, 1). Strategic Frame Analysis is the product of Bales' research.

In relation to the article "The FrameWorks Perspective: Strategic Frame Analysis," Frame Works describes strategic frame analysis as the approach to communication research and practice that pays attention to the public's deeply held worldviews and assumptions. Frames use metaphors, visuals, stories, context, messages, messengers and numbers to move a message. These elements permit the public to connect with new information (Frame Works, 2).

It is important for public relations professionals to grasp the idea of framing because they formulate and move messages for an organization and its publics. A public relations practitioner must be able to identify what messages are appropriate and how the public will receive those messages. If a public relations professional fails to effectively interpret a message, the public will not recognize the strategies or objectives of a public relations campaign.