About our Workshops
News frames tell an audience how to interpret and evaluate a given story by drawing attention to some things and ignoring others. Much of the work conducted by the center focuses on news media framing and its impact on the public. Working with the Frameworks Institute of Washington D.C., the center has developed social and cognitive science models that identify the dominant frames – the interpretive coding through which the public understands issues.
At communications workshops nationwide, the center helps community groups and nonprofits understand how to use Strategic Frame Analysis to more effectively communicate with news media and the public
The communication skills of workshop participants are expanded and gauged during media simulation challenges. Participants are provided scenarios based on relevant local issues in the news and are asked to produce messages that incorporate Strategic Frame Analysis.
Taking the set of facts, some participants develop press release statements, news story leads and/or Op-Ed messages during “print media” simulations. Other participants use the same facts to develop talking points for "broadcast media" interview simulations that are videotaped.
Media Engagement at Workshops
Journalists attending the workshops discuss their work and the challenges of community coverage. They discuss coverage issues and concerns in an interactive setting.
Workshop participants offer ideas and perspectives during these engagement sessions with journalists. They also get answers to questions regarding coverage.
These segments provide journalists new information, new sources and fresh perspectives on coverage. Workshop participants gain insight into news operations, coverage priorities and get opportunities to establish or advance working relationships with journalists.