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Political Framing 101
Issue: EU Settlement Scheme
Desired message: "It is easy, we are efficient and generous."
Strategy:
1. Start with a meaningless but heartfelt soundbite
E.g. Take inspiration from migrant rights campaigners. How about "you are our friends, neighbours..."
Issue: EU Settlement Scheme
Desired message: "It is easy, we are efficient and generous."
Strategy:
1. Start with a meaningless but heartfelt soundbite
E.g. Take inspiration from migrant rights campaigners. How about "you are our friends, neighbours..."
2. Avoid specifics whenever possible
E.g. Speak about people who "were granted status", try not to differentiate settled vs. pre-settled status
E.g. Speak about people who "were granted status", try not to differentiate settled vs. pre-settled status
3. Use big numbers without context
E.g. Speak about "1.4 MILLION" (emphasise "million" dramatically) people getting "status", do not mention how many are left or that you have no idea how many exactly have to apply.
E.g. Speak about "1.4 MILLION" (emphasise "million" dramatically) people getting "status", do not mention how many are left or that you have no idea how many exactly have to apply.
4. Avoid speaking about legislation
E.g. The public broadly do not know the difference between primary and secondary legislation. Simply say rights are "guaranteed in law". Law is law, right? It'll do.
E.g. The public broadly do not know the difference between primary and secondary legislation. Simply say rights are "guaranteed in law". Law is law, right? It'll do.
5. Ignore what has been promised before
E.g. Avoid at all costs getting into discussions about the "automatic grant of rights" promised in the 2016 referendum or the citizens' rights legislation promised by Boris Johnson during his leadership campaign.
E.g. Avoid at all costs getting into discussions about the "automatic grant of rights" promised in the 2016 referendum or the citizens' rights legislation promised by Boris Johnson during his leadership campaign.
6. Keep it positive
E.g. Do not mention any difficult applications, focus on those done "in 15 minutes". Do not touch the question on what will happen to people who won't apply on time and, most importantly, do not mention "Windrush".
You're now media trained. You're welcome.
E.g. Do not mention any difficult applications, focus on those done "in 15 minutes". Do not touch the question on what will happen to people who won't apply on time and, most importantly, do not mention "Windrush".
You're now media trained. You're welcome.
Every textbook theory needs a good case study. Here's one. See if you can identify the principles of positive framing outlined in this thread.
