Communications: Framing A Message Based on Values Benjamin
Chambers, Communications Specialist Seattle, WA October 24, 2012
Photo: State Library and Archives of Florida.State Library and
Archives of Florida Slide 2 Q: Whos the Messenger? A: Its not Big
Bird Slide 3 Most Trustworthy Messengers Have Expertise, Experience
in Juvenile Justice Issues Mental health professionals Former youth
offenders Judges Police officers Teachers Parents Advocates Crime
victims Religious leaders Prosecutors Doctors Prison wardens
Defense attorneys Small business owners Other Poll: Do You Trust
the Messenger? Slide 4 Agenda 1.How People Think about Issues
2.Laws of Communications 3.Messages Based on Values 4.Message Box
5.Bridging Agenda Slide 5 How People Think About Issues Photo:
Library of CongressLibrary of Congress Slide 6 Level One: Big Ideas
Level Two: Types of issues (civil rights, environment, etc.) Level
Three: Specific policy proposals How People Think About Issues
Slide 7 Image via Andy Goodman Slide 8 Agenda Exercise Photo::
State Library of New South WalesState Library of New South Wales
Slide 9 Agenda Curse of Knowledge Photo: Rennett StoweRennett Stowe
Slide 10 Agenda Its an outrage! Curse of Values Photo: Rennett
StoweRennett Stowe Slide 11 Who Are You Trying to Reach? Photo:
Benjamin Chambers. All rights reserved. Slide 12 Number of soldiers
moms to galvanize the public to question Bush about the war 1
Number of parents in Vista, CA who got the school board to support
abstinence-only education..9 Number of families that pressed for
the 9/11 Commission 10 Number of chefs who turned sustainable
seafod into a hot commodity -------------------------200 Number of
Congressional reps needed to move stem-cell legislation218 You Dont
Need Thousands Photo: IzabelhaIzabelha Slide 13 Focus on those you
can persuade vs. answering the opposition. Opposition cannot be
persuaded. People who can be persuaded = a target audience. Who Are
You Trying to Reach? Photo: IzabelhaIzabelha Slide 14 Audiences:
What Do They Think? Photo: Library of CongressLibrary of Congress
Slide 15 1. Who is/are the audience(s)? 2. Whats the message? 3.
What core value is it trying to tap? 4. Who wouldnt it work for?
Why? Slide 16 Sorry, sweetie, we haven't forgotten how hard it is.
We just don't care. Slide 17 The price of living in a civilized
society is that you may have to do the right thing even if it hurts
or exposes you to ridicule, discomfort, or even danger Slide 18
It's hard to say no to drugs. We know that. We expect you to do it
anyway. Steven Dutch Professor of Natural and Applied Sciences
University of Wisconsin, Green Bay Slide 19 Young men and teen
pregnancy prevention. Laws of Communications Photo:
robertelyvovrobertelyvov Slide 20 Roswell, NM Bike Lanes Laws of
Communications Slide 21 LAW #1: For most audiences, perception =
fact. Laws of Communications Photo: rarebeastsrarebeasts Slide 22
Three Little Pigs Photo: Project GutenbergProject Gutenberg Slide
23 Three Little Pigs Photo: Kristi HerbertKristi Herbert Slide 24
Words activate mental frames. Framing Photo: eriwst under Creative
Commons license.eriwst Slide 25 Even contradictory information can
reinforce ones mental frame. Myths vs. Facts sheets can actually
hurt your case people remember the myths (which reinforce their
beliefs) longer than the truth. Framing Photo: Vox Efx under
Creative Commons license.Vox Efx Slide 26 Law #2 Its not what you
say its what they hear. Laws of Communications Photo: Ali BrohiAli
Brohi Slide 27 LAW #3 We blame the victim. We tend to assume that
its up to the individual to fix his/her problem. Success stories
reinforce this. Laws of Communications Slide 28 So Translate the
individual into a social issue smoking is an individual problem,
but tobacco is not A student who acts out is an individual with a
problem, but school exclusion is a social issue Laws of
Communications Slide 29 So Assign primary responsibility We usu.
emphasize social justice Its a moral outrage! Instead, we need to
personalize the injustice and create a clear picture of whos
benefiting exploiter vs. exploited or why everyone is hurt. Present
a solution Laws of Communications Slide 30 So Make a practical
appeal Our solution saves lives, saves money, protects kids,
provides a fair chance, rights an injustice something that appeals
to shared values with concrete examples of how it will benefit the
entire community, not just those who suffer from the problem. Laws
of Communications Slide 31 So Target people we can persuade. Start
with where they are build a bridge between them and where you want
them be concrete Repetition and consistency What This Means Photo:
aurelio.asianinaurelio.asianin Slide 32 Basic, enduring beliefs
that shape how we see ourselves and the world around us. Core
Values Photo: Library of CongressLibrary of Congress Slide 33
Audiences: Core Values Photo: Library of CongressLibrary of
Congress Slide 34 Primary Values Responsibility to care for ones
family Responsibility to care for oneself Personal liberty Work
Spirituality Honesty/Integrity Fairness/Equality Values Secondary
Values Responsibility to care for others Personal fulfillment
Respect for authority Love of country or culture Source: polling
firm, Belden Russonello & Stewart Slide 35 Primary Values
Responsibility to care for ones family Responsibility to care for
oneself Personal liberty Work Spirituality Honesty/Integrity
Fairness/Equality Values Secondary Values Responsibility to care
for others Personal fulfillment Respect for authority Love of
country or culture Source: polling firm, Belden Russonello &
Stewart Slide 36 Example Slide 37 Goal: Reform death penalty
system. Objective: Reduce mistakes in the death penalty system by
providing DNA testing and qualified counsel. Example Slide 38
Target audience: federal policymakers specifically members of the
House and Senate judiciary committees. Example Slide 39 Possible
messages: 1.Economics - wasteful 2.Disproportionate impact on
people of color - unjust 3.Its wrong to kill people, period -
immoral Example Slide 40 Shared value: Its wrong to kill innocent
people. Example Slide 41 Exercise Photo: Library of CongressLibrary
of Congress Slide 42 1. Who is/are the audience(s)? 2. Whats the
message? 3. What core value is it trying to tap? 4. Who wouldnt it
work for? Why? Slide 43 1. Who is/are the audience(s)? 2. Whats the
message? 3. What core value is it trying to tap? 4. Who wouldnt it
work for? Why? Slide 44 1. Who is/are the audience(s)? 2. Whats the
message? 3. What core value is it trying to tap? 4. Who wouldnt it
work for? Why? Slide 45 Images of Pushout Slide 46 Slide 47 Over 1
Million Students Who Start High School This Year Wont Finish.
National Week of Action on School Pushout October 11-17, 2010 Push
Back for Dignity and Fairness @ pushback.org Slide 48 Slide 49
Whats the Right Word? Slide 50 1.TeamChild works to keep youth out
of the juvenile justice system by meeting their needs in the
community. 2.We believe that all children have the potential to
succeed regardless of their past. 3.We believe that kids need
second chances to learn from their mistakes and change. Slide 51
1.TeamChild works to keep youth out of the juvenile justice system
by meeting their needs in the community. 2.We believe that all
children have the potential to succeed regardless of their past.
3.We believe that kids need second chances to learn from their
mistakes and change. Slide 52 While a childs involvement in the
juvenile justice system may lead some to believe that they are bad
kids, many of these children are victims themselves. Slide 53
Juvenile court involvement often leads to labeling of young people.
Slide 54 TeamChild is committed to minimizing the negative impact
of juvenile justice involvement. Slide 55 Page 55 What comes to
mind when you see the word "juvenile?" Please write a few words or
phrases. Negative Behavior/Connotations Positive/Neutral
Connotations What comes to mind when you see the word youth? Please
write a few words or phrases. Juvenile vs. Youth Slide 56 Page 56
Juvenile Youth Juvenile vs. Youth - Associations Slide 57 Language:
Avoid youth and young people where feasible theyre generic, and can
cover anybody from about age 12 28. Specific language, such as
children and teens, is more effective and clearer. Sidebar: General
Advice Slide 58 Language: When talking about the rehabilitative
services, treatment, or supervision kids should receive, be sure to
use adjectives like rigorous, required or mandatory. This satisfies
the publics desire to balance getting tough with rehabilitation.
What Polling Tells Us Slide 59 Core Message Value Make your
audience nod in agreement The Message Box Overcome the Barrier What
you say when your audience says, Yeah, but (But dont repeat their
barrier message! Just address it.) Ask What one specific thing do
you want them to do? (Is it in the audiences comfort zone?) Vision
Answer to So what?This is what the world will look like if your
audience does what youre asking. Slide 60 Use DNA tests to stop
killing innocent people. Value Innocent people should not be
sentenced to die. Message Box Overcome the Barrier More than 100
have been, since 1976. Ask Provide DNA testing to everyone
convicted of a capital crime. Vision Then our justice system will
be fairer and we wont kill innocent people. Slide 61 Improving
teens lives Vision Problem: teens in justice system dont get
treatment for drugs and alcohol. Solution: more treatment, better
treatment, beyond treatment. Reclaiming Futures is making change
happen. It works with systems, communities, families and youth to
build positive recovery networks. Whats Happening Locally: We are
one of 29 sites in U.S. Backing it Up: Strong results SOURCE: Urban
Institute and Univ. of Chicago Chapin Hall Center for Children
Pilot sites report improvements in: 1)juvenile justice 2)Drug and
alcohol treatment 3)Agency communication, cooperation 4)Family
involvement 5)Teens involved in positive activities In our
community: Whos involved Teens weve targeted Status: Where were at
Goals (by when) Our action plan What it is: A proven model for
reform Elements of model: Screening/assessment; care plan;
treatment imprvemnt, community involvement= building Individualized
recovery networks. Team approach: judges, probation officers,
treatment providers, community members. Reclaiming Futures Dec. 7,
2010 Slide 62 Giving youth a voice in their future. Value We
shouldnt throw people away when theyre not even adults yet. A
TeamChild Message Box: Sample Overcome the Barrier Thousands of
teens and children cycle in and out of the justice system without
getting their underlying needs met. We do that by x, y, and z.
Results Independent evaluations show that our legal representation
delivers positive outcomes for youth by enhancing a youth's access
to necessary community based services; helps keeps kids from
committing new crimes; and saves taxpayers money. Vision Answer to
So what? We help kids learn from their mistakes and become positive
members of society Whats Happening Heres what were doing now Slide
63 Whats Your Ask? Slide 64 Handling Interviews/Questions Photo:
behemothingbehemothing Slide 65 Tough Questions Every question is
an opportunity to state your message Slide 66 Tough Questions I
think I see where youre going with this. But it looks different to
us. Heres why Slide 67 Bridging What I think is important for
everyone to know Slide 68 Bridging A Bridging Hero from Lenovo
Slide 69 Pivot Phrases I cant tell you that. What I can tell you
is. Well, the REAL issue is.. That brings me back to my most
important point.. The most important point to remember is.. Lets go
back to the point you need to keep in mind. As I stated earlier..
Well, Joes story (or tragedy) is very tragic/compelling, but its
just not typical. Let me tell you a more typical story. [end up
with policy solution.] Slide 70 Tough Questions = Easy Ones So
youre saying we should let kiddie criminals go scot-free? Slide 71
Tough Questions = Easy Ones Tell me how kids & communities can
be safe if we follow your plan. Slide 72 Tough Questions = Easy
Ones Good kids shouldnt pay the price just to mainstream kids who
cant behave in the classroom. Slide 73 Tough Questions = Easy Ones
Tell me how your approach will keep classrooms safe and focused on
learning. Slide 74 What if You Dont Know the Answer? Print/phone
interview - say you dont know and get them the information ASAP
Slide 75 What if You Dont Know the Answer? Thats unclear, Peter,
but what I can tell you is Slide 76 Dont Know the Specific Number?
That the number has been growing since Slide 77 What If You Goof
and You Know It? Slide 78 Assignment Photo: StuRap, under Creative
CommonsStuRap,Creative Commons 1. If you were to introduce the
Appleseed video to a room of skeptical school administrators, what
common value/emotion would you try to appeal to? (This is NOT about
what facts youd use ) 2. What audience would it not work for, and
why? Slide 79 Benjamin Chambers Communications Specialist National
Juvenile Justice Network [email protected] (202) 467-0864
x556 www.njjn.org
