4 Reasons the Three Vs Matter

• Because the Three Vs is a frame for telling stories that the media already uses.

• Because the Three Vs communicate value judgments that are easily understood by your audiences.

• Because being framed by the media as a Villain in the Three Vs story is a very difficult place to find oneself.

• Because you can tell your story to the media in a positive Three Vs frame - one where you are not the Villain - and increase your chances that the media retells your story in the same frame.