10 Principles for Framing Communication

1. Frames define facts, both explicitly and implicitly.
2. Everything is framed.  There are no unframed facts.
3. Frames Focus, Filter, and Fill-In.
4. Frames are plural.  There is always more than one possible frame of reference.
5. Frames are triggered by words, phrases, actions and images.
6. Frames are reinforced through their use and their negation.  Denying a frame reinforces it.
7. Frames can be replaced, but not turned off.  You can't leave a fact unframed.  You can only frame it differently.
8. The first frame counts because it will focus, filter and fill-in all subsequent facts.
9. Conflicting frames confuse and lead to miscommunication. 
10. Frames shape choices because they focus and filter and because they serve as judgmental short-cuts.