Abstract

This report will focus on the communications theory of framing and how it is present and applicable in all public relations campaigns. Using an explanation of what framing in the media is, the history behind its conception, and how it is used to improve the outcome of PR campaigns, this report will emphasize the importance of framing in the world of communications.

 

Introduction

The main goal of a professional in the field of public relations is to connect with their intended audience and make them feel a certain way about an idea, product, brand, person, and so on. The unpredictability of public reaction makes this goal rather difficult without utilizing specific strategies to convey a message that is more likely to be better received.  To understand these strategies, there are communications theories that explain how written or spoken communication is utilized to achieve a more successful exchange with the public. The framing theory is one, especially, that explains how the inclusion or exclusion of information and the way that information is packaged and presented to the public can impact an audience’s perception of the message. Framing is important to understand when analyzing public relations methods to better grasp the strategies of different campaigns or releases.

 

The Framing Theory

The framing theory focuses on the way the public develops perceptions about information, whether negative or positive. If an audience reads about an issue that is framed a certain way, they may be inclined to “reorient their thinking” (Chong and Druckman) about the issue. The context in which pieces of information are placed or organized is how writers can present topics in a certain light.  There are two components to framing; the way the information is placed within a field of meaning, and the perceptions the audience has of the information either preconceived or based on the framework of ideas. “People’s information processing and interpretation are influenced by preexisting meaning structures or schemas” (Scheufele) and the ways in which this occurs must be understood to better connect with an audience. Scheufele describes the different ways that different individuals gather information to better align with their beliefs. There are the active processors, the reflective integrators, and the selective scanners, all of whom view information published in the media differently (Scheufele). The framing theory is closely related to the agenda-setting theory, besides the key difference that framing does not tell the audience what to think about or how to feel, but affects the way they think and feel.

 

The notion of “framing” was conceptualized in the mid-70s as cognitive psychology was beginning to be better understood. Erving Goffman, a sociologist and social psychologist, considered frames to be “instruments of society that allow people to maintain a shared interpretation of reality,” (Ardévol-Abreu). Goffman introduced the idea of a primary framework in which people establish ideas about their reality. He distinguished a natural primary framework from a social primary framework, explaining that they both allow individuals to interpret information. The difference between the two is that “Natural frameworks identify events as physical occurrences”, whereas “social frameworks view events as socially driven occurrences” (Scheufele). Goffman identified these frameworks to be present in every individual’s daily life, whether they are aware of them or not.

 

Application in Public Relations

The use of framing in a public relations campaign can mean the difference between success and failure. Without a firm understanding of the audience and a message tailored to their values and beliefs, a campaign will not have any visibility. Therefore, PR professionals must conduct research on their target publics to get a better idea of how they should present their information to achieve a positive interaction with their audience.

Take the Dove “Real Beauty” campaign as an example of the successful use of framing in PR. The Edelman agency targeted their female audience after uncovering research indicating that most women do not consider themselves beautiful (PRWeek). This was Dove’s chance to step in and establish a relationship with these women by giving them the confidence they didn’t have. By using “real” women in their campaign rather than professional models, Dove was placing value on the bodies that better represent most women. Using the slogan “real beauty”, Dove was framing the idea of natural bodies in the media in a positive light.

Our current client, America SCORES New York, is all about bringing art and athletics to the underprivileged children of urban areas. For our campaign to succeed, we will need to place emphasis on the positive effects of poetry and soccer on students’ mental and physical health. By using frameworks to highlight the positive impact that America SCORES has already had on its poet-athletes, we will be able to build a better connection with our audiences that aren’t familiar with the organization and establish interest in their minds. This will be important to ensure that people understand the organization and its purpose.

While PR campaigns rely on framing for success, public relations practitioners are also constantly relying on journalists to publish articles featuring their clients in the best way possible. It must be understood that just by choosing what topics to write about, these journalists are utilizing framing.

 

Conclusion

The importance of framing, not only in public relations campaign but in every article of writing cannot be underestimated. It is a technique that allows professionals to somewhat control how their message appears to the public. Whether consciously or subconsciously, writers of articles, news releases, advertisements, and so on, are using frameworks to better convey their opinions and ideas. Public relations professionals rely on the use of framing to establish a better connection with their publics. In this way, framing has become a vital part of all PR campaigns, allowing for professionals to better control the outcome of their tactics.

 

Works Cited

Ardèvol-Abreu, A. “Framing Theory in Communication Research. Origins, Development and Current Situation in Spain.” Revista Latina De Comunicación Social, 2015, doi:10.4185/rlcs-2015-1053en.

Chong, Dennis, and James N. Druckman. “Framing Theory.” Annual Review of Political Science, vol. 10, no. 1, 2007, pp. 103–126., doi:10.1146/annurev.polisci.10.072805.103054.

Scheufele, Dietram A. “Framing as a Theory of Media Effects.” Journal of Communication, vol. 49, no. 1, 1 Mar. 1999, pp. 103–122., doi:10.1111/j.1460-2466.1999.tb02784.x.

Staff, PRWeek. “The 20 Best PR Campaigns of the Past Two Decades.” PR Week, PR Week Global, 21 Nov. 2019, www.prweek.com/article/1493241/20-best-pr-campaigns-past-two-decades.