Framing

      Framing is a public relations tool, a technique in which public relations professionals take an issue and set it “within an appropriate context to achieve a desired an interpretation or perspective"(Debika Shome and Sabine Marx). It is not the intention when using framing to deceive or manipulate the people but to make the information more accessible and understandable to the public. I must emphasize that the purpose of this technique it not to deceive or manipulate. I stress this point because I do not want framing to be confused with another public relations tool, spinning. Spinning is frowned upon by most public relations professionals. Framing, however, is not only a technique practiced by most PR practitioners but it is also used by just about everyone. Dabiks Shome and Sabrina Marx write that “it is impossible to not frame an issue, communicators need to ensure they consciously select a frame that will resonate with their audience.” This applies to everyone from motivational speakers to coaches and to teachers but especially to public relations professionals. When representing a client and relaying their message to their publics, PR practitioners must use framing to make sure they do the following: organize central ideas, help communicate why an issue might be a problem and what  should be done, as well as condense the message into helpful communication “shortcuts”(Shome and Marx). By making sure the message is framed to do these three things, practitioners can ensure that their messages are successfully communicated to their publics. However, it is not only important to frame an issue but also o tailor these issues so that they fit specific groups and their precise goals. Subcultures within expansive publics must be considered or else the message cannot be effectively be communicated for it will be lost broad scope of things.

     Framing can be a skilled art when done correctly. In creating a public relations masterpiece on must consider that there are different forms of art and that not everyone interprets them the same way. Some art enthusiasts prefer Picasso and cubism while others prefer Van Gogh and Post-impressionism.  In public relations some publics have a promotion focus while others have a prevention focus. Shome and Marx identify publics with promotion focused goals as those who see a goal as an ideal and are concerned with its advancement. However, people with prevention focused goals see a goal as something they ought to do and are concerned with maintaining the status quo. Tailoring messages to our public’s natural concerns can ensure that messages are not only received but are actually retained, and that is the true aim of framing.

    Just like both cubism and impressionism are both forms of abstract art one must remember that no matter which public one frames their message to it must meet the highest of public relations standards.