• Public interest
• Public values
• Who are "we" speaking for? 

Reinforce the frame by making the right choices on…

• Tone - reasonable, problem solving, likeable
• Spokespeople - workers, community members, users of services, allies, elected officials, leaders/staff
• Examples - the right statistics and anecdotes
• Vocabulary - understandable, not jargon; tap into public values
• Sound bites - not just quotable but reinforces frame; 12 to 20 words
• Visuals - what background or choice of location reinforces frame?
• Vehicles - TV? Radio? Print? Web? Direct mail? Paid ads? No media?
• Prepare yourself.
• Take time to plan frame, tone, vocabulary, sound bites.
• Write down what you plan to say.
• Practice your main message and dealing with likely questions.

• An interview is not a conversation.
• Don't wait for the right question to shift to the right frame.
• If question will take you off the frame, change the subject, and bridge back.
• Everything may be quoted. Don't provide quotes that undermine your frame.
• Repeat your main point over and over.
• Stop talking when you have made your point.
• Speak in complete sentences.

If TV…

• Look at the reporter
• Don't move or sway
• Smile more than feels comfortable
• Wear solid colors -- but not white or red

Learn from experience and plan the next steps.

• Study the coverage and get honest feedback
• How well did you stick to the frame and tone you chose?
• Where they the right choices?
• What can be improved next time?
• What should be done to follow up on this interview or news event?

Courtesy of TheWorkSite.org.