Southwest TURN FRAME and Messages -Results for Students-
Remember • FRAME always trumps facts • 3 Ds of Framing and Messaging • Development • Delivery • Discipline
Development Writing subcommittee developed FRAME and 3 MESSAGE points for SW TURN meeting in Las Vegas Frame and Messages are the NON-negotiables Las Vegas meeting attendees brainstormed “proof points” for each of the message points. Writing subcommittee refined proof points
Delivery Widen the lens through which the public/ patrons view public educations and our organizations. Use a consistent FRAME and MESSAGES throughout SW TURN. Remember, when YOU are sick and tired of “staying on message”, the public will just be beginning to hear your message.
Key Delivery lessons • Prime with VALUES • ORDER matters • TONE matters • Always REFRAME, never refute UNLESS you can kill the “bad” frame early.
Prime with VALUES • Results for Students is a VALUE. • This value is NON-NEGOTIABLE. Please prime with this value.
ORDER matters • After your bridging statement get back to… • Level 1is NON-NEGOTIABLE (Values) then • Level 2 is NON-NEGOTIABLE (Message Points) • Level 3 is NEGOTIABLE (Proof Points) • Use the proof points that are applicable and appropriate for YOUR audience(s).
TONE matter • REASONABLE and NOT rhetorical. • Respectful • Calm
Always REFRAME • NEVER repeat a bad FRAME unless you can KILL it early. • Use BRIDGING STATEMENTS to bring the conversation back to… • Level 1– Results for students (our VALUES) • Level 2 – 1, 2 or 3 of our MESSAGE POINTS • Level 3 – the PROOF POINTS that support your MESSAGE POINT(S) • Create and MEMORIZE bridging statements that are good for YOU!
BRIDGING What THEY want to talk about… • Unions just protect bad teachers. • You’re about adults, we’re about students. BRIDGING STATEMENT • What WE want to talk about: • Our FRAME • Our Messages • YOUR proof points Then +
Examples of BRIDGING statements • Good question/thought but here’s what our members understand/believe/know… • Ask a question… • That’s not good for students but our members know what is… • Our members know that’s not true, their experiences prove that…. • Come up with your own “winners”!
Examples of Delivery opportunities • Newsletters • Interviews • New Teacher functions • Organize meeting agendas by our 3 messages • Letters to the editor • Membership recruitment materials • Prep members to attend community events / board of ed meetings, etc. and to speak.
Discipline • Your number 1 job is TO DELIVER THE SW TURN FRAME and MESSAGES! • Remember • Bridging statements then… • Level 1 • Level 2 • Level 3 • Order Matters! • If you believe you can KILL the bad frame, do it early!
Reframing Demonstrationsby Amy Nichols and Yvonne Bradford • 3 Scenarios • Your union/association just protects bad teachers. • Your union/association needs to accept a salary/ pay cut. • I can’t join your union/association, it’s too expensive.