Framing the Message: Why Didn’t We Vote?

The midterm elections continue to generate a heated discussion for many. After hearing that only 4.7 percent of African-Americans voted during this year’s midterm elections, I couldn’t help but wonder what went wrong, why were African-Americans not motivated to vote? Did they not realize that this election was just as important as the presidential election? Or did they simply not care?

Whatever their reason was for not going out and voting, it is inexcusable and disrespectful to their ancestors who fought so hard for the right to vote. Yet in 2010, not even half of the African-American population practiced their right to vote. If this doesn’t strike a nerve, then I don’t know what to tell you.

In addition to the low voting participation, I believe that many candidates who ran for various positions during this election did not know how to effectively reach their target audience. According to James Hoggan in "Do the Right Thing" “framing” is a vital concept to get people to think about an issue in your favor. Understanding how each particular group thinks and behaves will help you to communicate effectively.

What is framing?
In public relations framing is the ability to break down a message in an uncomplicated format so that people can understand your overall message.

Framing the message
When framing your message, keep in mind the following concepts:

1. Communicate effectively on complex issues
It’s not just what you say; it’s how you say it, who says it for you, and how easily your message aligns with your audience’s preconceived notions.

2. Keep in mind that he (or she) who frames first, wins
This is particularly critical when you’re caught in the spotlight, it doesn’t matter if you have the facts on your side when your detractors are framing the story and if people are looking through a lens provided by your critics. So don’t just react. Start now to define your company’s story. Then you’ll be ready to frame a response within that narrative should something go wrong.

3. No audience is a blank slate
The first step is research: Find out what your audience knows and how it feels about your issue. Then make your case and monitor the result. Good communication is a conversation, which always involves as much watching and listening as it does talking.

4. The effectiveness of “Myth-busting” is a myth
Myth-busting is popular but risky. Set out an incorrect information and then provide accurate information in contradiction. Use myth-busting carefully, if at all and try to keep myths out of the headlines. Your bold-face message should always be an accurate fact.

5. In all communications, accentuate the positive!
Research shows that people are inclined to read over the “negation tag” in a statement and fix on the active word. So remember to stick with affirmative phrasing.

6. For good or ill, repetition equals truth
Once repetition takes effect, listeners will conclude that information came from multiple and reputable sources. When communicating new information, Repeat, repeat, repeat. Don’t expect people to digest a correction right away. Your “new” may also require many repetitions.

7. Choosing the right messenger
When framing an issue, your messenger is sometimes more important that what is being said. Framing is all about context.

8. Reframing: Use “big idea” to change minds
You must reframe an issue at its highest level, to change public opinion. Most public discussion occurs on three levels: big ideas, categories and specific issues.

Politicians and democratic party must keep in mind that their message must work at every level. I believe that are many reason why African-Americans didn't vote and there are several people who contributed to reason. In future elections there should be more emphasis on why "everyone" should vote and why is it important to vote. I hope that those who read this blog can take something from it and share it with a friend.

Source: "Do the Right Thing" James Hoggan

Join the Cause & Hit the Switch

The global climate crisis, also known as climate change, seems to be a reoccurring topic in our everyday conversation. Yet there still remains a large number of people who are unaware of its impact and what they can do to help.

So what is climate change?
• Climate change is a change in the earth’s climate.
According to "The Psychology of Climate Change Communication," “climate change” is preferred over the term “global warming” because it avoids the misleading implications that every region of the world is warming uniformly and that the dangerous outcome of growing greenhouse gas emissions is higher temperature, when that, in fact is just the tipping point for a cascade of changes in the earth’s ecosystem.

One major contributor to the global climate crisis is electricity. Electricity is something we use on a daily basis that requires an electric charge, which may be potentially harmful to our bodies and the environment. Unconsciously we waste a large amount of energy on a daily basis.

Get involved
According to The New York Times the unemployment rate is high and more people are unemployed than ever before.In addition to global climate crisis numerous individuals are being affected by the economic crisis. Numerous people are living paycheck to paycheck, not knowing when things are going to get better. So what can people do to cut their monthly expenses cutting their to contribution to the climate change crisis?

"Cut down the cost"
According to thinkquest.org, there are various ways to preserve electricity and cut back on expenses:
• Be sure to turn off lights when you leave a room.
• When you go away on a trip, be sure to unplug these same machines because they have standby functions that consume electricity even when they are turned off.
• Turn off the water when you are brushing your teeth, and take shorter showers. This will not only save water, but it will also save the electricity that it takes to pump and heat the water.
• Use fluorescent light bulbs because they use 75 percent less energy and last longer than incandescent light bulbs.
• Use light bulbs that are low in wattage in areas of your house where you don’t need bright light.
• Make sure that outdoor lighting is turned off during the day. Use motion-detectors lights or timer switches.

So remember to do your part and help save our environment. It doesn’t take much. Once you begin to change your daily habits you will begin to see a finical change as well as a change in the atmosphere.

And don’t forget to hit the switch!

"The Social Network"

A must see film!

If you love Facebook and you are a fanatic who uses it on a daily basis, I suggest that you go and see "The Social Network". It is a movie about the founder of Facebook, Mark Zuckerberg, which was inspired by a book written by Ben Mezeich," The Accidental Billionaires: The Founding of Facebook: A Tale of Sex, Money, Genius and Betrayal". The Social Network gives its audience a Hollywood perspective of how Zuckerberg went about creating Facebook. I believe that this is an inspiring film for any who wishes to day business in the social media industry.

On Sept. 30, I had an opportunity to see a free screening of the movie, a day before it came out. Sony Pictures granted 150 students from Florida A&M University (FAMU) an opportunity to catch a sneak peak of the movie, in hopes to create a buzz about the newly released film. The movie was an eye-opening experience, which completely altered the way I view Facebook. For years my friends and I have been heavy users of Facebook, but I don’t really think we understood its purpose or magnitude until recently.

Many times we hear stories about how a 20-year-old college drop-out comes up with a brilliant idea and how they magically become a millionaire. Often, the most important details are usually left out, such as the long hours, hard work, dedication and brilliance that is required. I personally believe that a large majority of people fail to realize what is actually required when it comes to creating something as powerful as Facebook. The Social Network "exposed the intellectual intelligence of Mark Zuckerberg, the creator of Facebook. Prior to seeing the movie I thought that some kid just randomly came up with a creative idea and boom, there goes Facebook! Now, I can’t help but laugh at myself because it clearly took more than creativity.

A major issue in the movie is character. The film shed light on some of, the choices Zuckerberg made while creating Facebook. Character is something that is highly thought of no matter what job market you chose to work in. I am currently reading a book, "Do the Right Thing" by James Hoggan. In chapter one of the book he stresses the importance of three things: do the right thing, be seen doing the right thing, and don't get #1 and #2 mixed up. In other words make sure you are doing the right thing for the right reasons. I believe that if Zuckerberg would had an honest PR practitioner by his side while in the beginning stages of Facebook, he would have thought twice about some of the decisions he made.

Neverthless, you don’t have to be a rocket scientist or a genius to be the next social media guru to create something along the lines of Facebook; however, it does take hard work and dedication. Microsoft, Facebook and Twitter were not created in a day; it took long hours, hard work and dedication. Bill Gates, Mark Zuckerberg and Jack Dorsey are great examples of the quote “never give up”. These men had ideas that were rejected many times, yet they never allowed adversity to keep them from making their dreams become reality.

For those who have some free time within the next couple of week, I recommend that you go see this movie, so that you can learn something new about Facebook. In addition to seeing "The Social Network", should read "Do the Right Thing". It will help you understand the importance of making good ethical decisions. Trust me, you wont regret it!

Sources:

The Social Network (2010)

Facebook movie doesn't disappoint

Do the Right Thing: PR Tips for a Skeptical Public

What do social media mean to you?

In today’s society social media seem to be taking over when it comes to how people communicate with others. Every other day there seems to be a new website, a new device and new technology that alter how we communicate with one another. A recent debate has surfaced regarding the correct name of the various social media that we use, such as Facebook and Twitter. Many refer to them as social networks. However, recently a few executive members of Facebook and Twitter argue that they are not a social network. So what is Facebook and Twitter to you? What do you use Facebook and Twitter for? Are Facebook and Twitter a way you receive news, a way you chat and gossip with friends, or a way to keep up with celebrities and new trends? Or are you clueless when it comes to Facebook and Twitter and have no idea why people are so crazy about it?

Well, according to CMS Wire “A social network is a group of people tied together through overlapping and intersecting interest.” However, the Vice President for Business and Corporate Development for Twitter, Kevin Thau, beg to differ. He stated that, “Twitter is not a social network.” This comment has rubbed a few people in the blogosphere the wrong way. Many are asking,“what is Twitter?” Thau believes that Twitter is a way people receive news and information. He believes that Twitter is transforming the way we receive news.

Facebook founder and CEO Mark Zuckerburg, refers to his social platform as a “social utility.” He as well doesn't use the term social network. Ironically, a movie about the creation of Facebook is coming out in the near future called “Social Network”. Nevertheless, Zuckerburg is excited about the movie debut and is supporting this new project. Although his comments have been questionable and seem a bit contradicting, he continues to stand behind his comment.

As a PR student, I found this topic to be very appealing and interesting. This is a good example of how easily you can turn people off by making a simple comment. I believe that Facebook and Twitter executives desire to be viewed on a social scale from “all” aspects, not just social aspects. However, they must be careful in how they deliver their message so that they don’t upset various targets.

It is extremely important for any company’s mission, vision and goal to be clear and precise. If your targets are unaware of what it is you are actually doing it can potentially hurt and damage your company and its reputation. Facebook and Twitter are to popular social media devices that many people use, and their delivery is very important, to their success. Facebook and Twitter must develop strategies that will appeal to all aspects of social media. Without looking down on the term “social network” to maintain a competitive edge.

Source:
Twitter is Everything but a Social Network