FrameCheck™
Why FrameCheck™?
When it comes to communicating, even the best intentions can have unintended consequences. Every communicator has had the experience of carefully constructing pieces — from op-eds to news releases — only to find that, when released, our work fails to thrive in the swamp of public opinion. In the worst cases, our work may even end up triggering unwanted, pernicious frames. FrameCheck™ evaluators can provide your organization with a tool that will ensure your communications materials have the impact they intend.
What is a FrameCheck™?
FrameCheck™ is a service offered by FrameWorks Institute that provides you with a written evaluation of your communications or advocacy materials by our team of Strategic Frame Analysis™ experts. The purpose of FrameCheck™ is to provide a research-based analysis of how effectively materials are framed to support the policies they seek to advance. Analyses are based on findings and recommendations from FrameWorks' research on a range of social issues including early childhood development, rural issues, health, race and the environment.
This is not your normal editorial review! The FrameWorks team of evaluators includes both communications professionals and academic experts — cognitive scientists, political scientists, journalists, public health and public policy experts, etc. — each with solid grounding in Strategic Frame Analysis™ but each with a unique perspective on communicating for social change.
Each FrameCheck™ evaluation focuses on the efficacy of the frames that are advanced in the communications materials — this includes the use of values, metaphors, messengers, tone, visuals, narrative choices and causal stories. We also point out potential frame clashes and the unintended consequences of utilizing particular frames. In short, FrameCheck™ provides you with the analysis, feedback and recommendations that will allow you to develop the most constructive communications possible on your issue.
What types of Materials are appropriate for a FrameCheck™?
It is most helpful to you to submit your communications materials when they are in concept or draft form, so that recommendations for revision can be incorporated into your final product, although we do accept materials at any stage of development. We accept a variety of materials — including brochures, white papers and issue briefs, op-eds, news releases, even scripts for radio and TV ads. If more than one piece is submitted to FrameCheck™, they should all be closely related; for example, you may have a brochure, a series of print ads and a draft news release related to a single issue campaign, all of which could be submitted as a FrameCheck™ project.
How do I submit materials for a FrameCheck™?
If you would like to apply for a FrameCheck™, please contact Diane Benjamin at dbenjamin@frameworksinstitute.org. Please note that applications are subject to approval by the FrameWorks Institute; all potential projects must be consistent with the mission of FrameWorks Institute. The cost of FrameCheck™ is $5,000. Once accepted and payment is received, your FrameCheck™ evaluation will be forwarded in four to six weeks.
