How can you effectively use framing to convey complex information?

Framing is a powerful technique to shape how your audience perceives and interprets your message. It can help you highlight the most relevant aspects, emphasize the benefits or risks, and appeal to their emotions and values. However, framing can also be challenging when you need to convey complex information that may not fit into a simple narrative or that may have multiple perspectives or implications. In this article, you will learn how to effectively use framing to convey complex information in a clear, engaging, and persuasive way.

1 Understand your audience

Before you decide how to frame your message, you need to understand who your audience is, what they already know, what they care about, and what they expect from you. This will help you tailor your message to their needs, interests, and preferences. You can use techniques such as audience analysis, persona creation, or empathy mapping to gain insights into your audience's characteristics, motivations, and challenges. You can also use feedback, surveys, or interviews to validate your assumptions and test your message.

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Anastasiya Bardunova

PR for Tech Companies | Startup Advisor | LinkedIn Top Strategic Communications Voice
I look at frames as cognitive filters that emphasize or downplay certain aspects of a message. If done effectively, the technique can sway public opinion and position a case in the positive or negative light. It's widely used in political discourse, but can also be of help shaping PR narratives for internal or external stakeholders. Analyze your audience's profile: demographics, preferences, values, and fears - to select the most suitable framework and make your message impactful and resonating.
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2 Choose your frame

A frame is a way of presenting information that emphasizes certain aspects over others, based on a specific perspective, goal, or value. There are different types of frames that you can use, depending on the purpose and context of your message. For example, you can use a problem-solution frame to show how your idea or product can solve a pain point for your audience. You can use a gain-loss frame to highlight the positive or negative outcomes of a decision or action. You can use a thematic frame to provide a broader context or a story for your message. You can use a value frame to connect your message to your audience's beliefs or principles.

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3 Simplify your message

Complex information can be overwhelming or confusing for your audience, especially if they are not familiar with the topic or have limited attention span. To make your message more accessible and memorable, you need to simplify it without losing its accuracy or credibility. You can use techniques such as chunking, filtering, or visualizing to break down your information into smaller, manageable, and relevant pieces. You can also use metaphors, analogies, or examples to explain abstract or technical concepts in a more concrete or familiar way.

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Shamit Shailesh

Partner at KPMG | Audit Quality | ICAI and ICAEW
To explain complex topics effectively, begin with what your audience already knows. This approach helps them connect new information to their existing knowledge. Start with simple, basic ideas that are relevant to their current understanding. Next, present an overview of the topic to give a 'big picture' perspective. This approach places smaller, detailed aspects within a broader. As you delve into each element of the big picture, use relatable examples to clarify these concepts. Regularly check in with your audience to remind them of their place in the big picture. Finally, pay attention to the sequence in which you present information. Arranging the elements in a logical, coherent order helps connect the dots.
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4 Balance your message

Framing can be a persuasive tool, but it can also backfire if you overdo it or if you ignore the counterarguments or alternative views. To avoid losing your audience's trust or interest, you need to balance your message with facts, logic, and evidence. You can use techniques such as acknowledging, refuting, or conceding to address the potential objections or questions that your audience may have. You can also use techniques such as hedging, qualifying, or moderating to show the limitations or uncertainties of your information.

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5 Engage your audience

Framing is not only about what you say, but also how you say it. To make your message more compelling and impactful, you need to engage your audience with your tone, style, and delivery. You can use techniques such as storytelling, humor, or emotion to capture your audience's attention and imagination. You can also use techniques such as repetition, contrast, or rhetorical questions to emphasize your key points and create a lasting impression.

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6 Evaluate your message

Framing is not a one-size-fits-all solution, but a dynamic and iterative process that requires constant evaluation and improvement. To measure the effectiveness of your message, you need to monitor and analyze the results and feedback that you get from your audience. You can use techniques such as analytics, metrics, or testing to track and quantify the outcomes and impacts of your message. You can also use techniques such as feedback, reviews, or comments to collect and learn from the opinions and experiences of your audience.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you effectively use framing to convey complex information?

1

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1 Understand your audience

2 Choose your frame

3 Simplify your message

4 Balance your message

5 Engage your audience

6 Evaluate your message

7 Here’s what else to consider

Strategic Communications

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How can you effectively use framing to convey complex information?

1

2

3

4

5

6

7

1 Understand your audience

2 Choose your frame

3 Simplify your message

4 Balance your message

5 Engage your audience

6 Evaluate your message

7 Here’s what else to consider

Strategic Communications

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