Seven "Don'ts" of Framing

Keep these seven points in mind while using frames of reference:

• DON'T repeat or reinforce a negative frame.

• DON'T break your frame or inadvertently trigger a competing frame.

• DON'T try to speak in multiple frames.

• DON'T try to turn off a frame.

• DON'T over-complicate the frame - if the frame can't be reduced to a single sentence, it's likely two or more frames.

• DON'T confuse sides of an issue with sides of a frame.

• DON'T confuse frame and message.  The message is what is said; the frame is the filter through which the message is heard.