(Note: We'll continue to add to this section. Please send more questions you'd like covered to anna@sightline.org.)

 

What does values- based communication have to do with framing?

We have heard a lot about framing in the last few years. We think framing is important but it’s also very complicated. Sometimes trying to understand how it works actually obscures the more important idea that our values should inform our words. If you want to read more about framing, here are some good places to start: 

 

Frameworks Institute on framing

Cognitive Policy Works, Simple Framing

 

Is values-based communication spin?

 No. Good communications based on values is the opposite of spin.

Spin is deceptive or manipulative language that evokes frames or values you don’t necessarily believe but that win public approval. An example is referring to acts that erode environmental protections as “clean,” “healthy” or “safe.” 

Values-based strategic communication isn’t spin. Evoking frames and values that you believe in and stand behind is not spin. Articulating one’s core values with authenticity and honestly connecting one’s policy positions with those values is not manipulation. It is, however, smart, effective communication.

 
No type of communication is neutral. Whether we’re making small talk or making a point about a policy, we use words, language, messages to convey our point of view. Understanding our own deeply held values and beliefs and expressing them with conviction can infuse our words with power and resonance – it does not make them false or manipulative. 

Ultimately, you can't fake the values that you stand for. Spin rarely works. When it does, the payoffs are short term and may hurt your cause and your trustworthiness in the long run. Slogans can only work when the groundwork has been laid: an understanding of your core beliefs, consistent and clear articulation of your values, and demonstrations of your trustworthiness.

 

The greatest capital in politics is authenticity. Even if the public disagrees with you they might still support you if they see that you are genuine.

 

See also:
Sightline Flashcards

 

Values-based communication