2024 Leadership Development Course-How to Frame A Message

How to Frame A Message

Pdf Summary

The article "How to frame a message: the art of persuasion and negotiation" by Lyle Sussman, published in Business Horizons in 1999, explores the significance of framing in effective message delivery, particularly for managers. Framing is the technique of directing attention to certain aspects of a message, which can be crucial for persuading internal and external audiences.<br /><br />The document outlines that in increasingly competitive corporate environments, managers must adeptly negotiate and persuade, viewing their workplace as a marketplace of ideas. To thrive, managers need to learn how to frame their proposals to highlight core business themes and make them compelling. However, existing literature often fails to provide concrete advice on constructing effective frames.<br /><br />The author provides a model involving four steps for crafting a persuasively framed message: <br />1. **Determine the Specific Objective:** Clearly define what you want to achieve, e.g., securing funds. <br />2. **Conduct a SWOT Analysis:** Assess the strengths, weaknesses, opportunities, and threats relevant to the audience.<br />3. **Identify Core Values:** Understand the core values that drive the decision maker’s actions.<br />4. **Craft a Simple, Vivid, and Evaluative Statement:** This should connect the objective, SWOT analysis, and core values, guiding the audience's interpretation of the message.<br /><br />The article highlights a case example involving Tanya Edwards from Cosmos Electronics to illustrate how a well-crafted frame can overcome resistance, using the hook "Our paralysis and fear is our competitors' greatest asset" to secure funding. This case underscores the importance of aligning the frame with both the company's values and the decision-makers' current challenges.<br /><br />Ultimately, while framing does not guarantee acceptance, it increases the likelihood of proposals being considered, emphasizing that successful persuasion goes beyond merely stating desires to creating a compelling narrative.

Keywords

framing

persuasion

negotiation

business communication

message delivery

SWOT analysis

core values

strategic communication

managerial skills

competitive environments