Advocacy
You have long preached to the
choir. How do you reach the
skeptics?
Heuristics
Today you learn …
Three Essential
Rules of Advocacy
To learn more about policy communications at HKS
FIRST
Join a Communications Course
SECOND
Use the Resources on the Communications Program webpage
THIRD
Book an appointment with a Writing Consultant
To harness the power of the
Communications Program, log on to
www.hkscommunicationsprogram.org
Twitter: @hkscommprog
Video animations adapted from : http://office.microsoft.com/en-us/templates/duarte-s-five-rulespresentation-TC101674555.aspx
RULES
3 RULES
WHY
THE
WHAT
THEY NEED
TO
SHOULD
ADOPT
CAN DO FOR
TO TAKE
1
Why do we
Availability
Heuristic
Loss
Aversion
Exposure
Effect
A Problem of Heuristics:
Barriers to Climate Change Action
The public tends to:
• Overestimate the correctness of the current
system
• Rationalize the current system
• Judge events’ frequency based on likelihood
to come to mind
• Experience hurt of losses stronger than good
of gains
Connections
2
Values
Conservative
Finding “Common Values”
Abundance Acceptance Accessibility Accomplishment Accountability Accuracy Achievement Acknowledgement Activeness Adaptability
Adoration Adroitness Advancement Adventure Affection Affluence Aggressiveness Agility Alertness Altruism Amazement Ambition Amusement
Anticipation Appreciation Approachability Approval Art Articulacy Artistry Assertiveness Assurance Attentiveness Attractiveness Audacity
Availability Awareness Awe Balance Beauty Being the best Belonging Benevolence Bliss Boldness Bravery Brilliance Buoyancy Calmness
Camaraderie Candor Capability Care Carefulness Celebrity Certainty Challenge Change Charity Charm Chastity Cheerfulness Clarity
Cleanliness Clear-mindedness Cleverness Closeness Comfort Commitment Community Compassion Competence Competition Completion
Composure Concentration Confidence Conformity Congruency Connection Consciousness Conservation Consistency Contentment Continuity
Contribution Control Conviction Conviviality Coolness Cooperation Cordiality Correctness Country Courage Courtesy Craftiness Creativity
Credibility Cunning Curiosity Daring Decisiveness Decorum Deference Delight Dependability Depth Desire Determination Devotion Devoutness
Dexterity Dignity Diligence Direction Directness Discipline Discovery Discretion Diversity Dominance Dreaming Drive Duty Dynamism Eagerness
Ease Economy Ecstasy Education Effectiveness Efficiency Elation Elegance Empathy Encouragement Endurance Energy Enjoyment
Entertainment Enthusiasm Environmentalism Ethics Euphoria Excellence Excitement Exhilaration Expectancy Expediency Experience Expertise
Exploration Expressiveness Extravagance Extroversion Exuberance Fairness Faith Fame Family Fascination Fashion Fearlessness Ferocity
Fidelity Fierceness Financial independence Firmness Fitness Flexibility Flow Fluency Focus Fortitude Frankness Freedom Friendliness
Friendship Frugality Fun Gallantry Generosity Gentility Giving Grace Gratitude Gregariousness Growth Guidance Happiness Harmony Health
Heart Helpfulness Heroism Holiness Honesty Honor Hopefulness Hospitality Humility Humor Hygiene Imagination Impact Impartiality
Independence Individuality Industry Influence Ingenuity Inquisitiveness Insightfulness Inspiration Integrity Intellect Intelligence Intensity Intimacy
Intrepidness Introspection Introversion Intuition Intuitiveness Inventiveness Investing Involvement Joy Judiciousness Justice Keenness Kindness
Knowledge Leadership Learning Liberation Liberty Lightness Liveliness Logic Longevity Love Loyalty Majesty Making a difference Marriage
Mastery Maturity Meaning Meekness Mellowness Meticulousness Mindfulness Modesty Motivation Mysteriousness Nature Neatness Nerve
Noncomformity Obedience Open-mindedness Openness Optimism Order Organization Originality Outdoors Outlandishness Outrageousness
Partnership Patience Passion Peace Perceptiveness Perfection Perkiness Perseverance Persistence Persuasiveness Philanthropy Piety
Playfulness Pleasantness Pleasure Poise Polish Popularity Potency Power Practicality Pragmatism Precision Preparedness Presence Pride
Privacy Proactivity Professionalism Prosperity Prudence Punctuality Purity Rationality Realism Reason Reasonableness Recognition Recreation
Refinement Reflection Relaxation Reliability Relief Religiousness Reputation Resilience Resolution Resolve Resourcefulness Respect
Responsibility Rest Restraint Reverence Richness Rigor Sacredness Sacrifice Sagacity Saintliness Sanguinity Satisfaction Science Security
Self-control Selflessness Self-reliance Self-respect Sensitivity Sensuality Serenity Service Sexiness Sexuality Sharing Shrewdness Significance
Silence Silliness Simplicity Sincerity Skillfulness Solidarity Solitude Sophistication Soundness Speed Spirit Spirituality Spontaneity Spunk
Stability Status Stealth Stillness Strength Structure Success Support Supremacy Surprise Sympathy Synergy Teaching Teamwork Temperance
Thankfulness Thoroughness Thoughtfulness Thrift Tidiness Timeliness Traditionalism Tranquility Transcendence Trust Trustworthiness Truth
Understanding Unflappability Uniqueness Unity Usefulness Utility Valor Variety Victory Vigor Virtue Vision Vitality Vivacity Volunteering
Warmheartedness Warmth Watchfulness Wealth Willfulness Willingness Winning Wisdom Wittiness Wonder
18Worthiness Youthfulness Zeal
Frank Luntz: Keywords for the 21st Century
Finding “Common Values”
According to George Lakoff, most of us share values across the political spectrum.
Conservatives and independents have some progressive, nurturing tendencies and
progressives and liberals share conservative disciplinary and moral tendencies.
Shared frames of reference can serve as keywords or master themes to shape a
message:
1. Love and Protect the Land
2. Share Natural Resources
3.Commitment to Community
4. Honesty & Accountability in Business
5.Civil Liberties
6.Protect the Family
Framing the Issue: How Common Values Create Public Support
20
WHICH
Method
HAS IT
ALL?
3
Emphasizes common values
to shift opinion
“Framing is a process whereby
communicators,
consciously or unconsciously,
act to construct a point of view
that encourages the facts of a given
situation to be interpreted by others in a
particular manner."
--Jim A. Kuypers, Rhetorical Criticism, 2009
Framing the Issue: How Common Values Create Public Support
23
What is Framing?
•"Frames are the mental structures
that allow human beings to
understand reality." - George
Lakoff
• Frames are the neural networks,
the cognitive models, archetypes,
and narratives that construct
meaning
•Frames underlie all thought
processes
•Framing is a process of heuristics
•In politics we search out the
underlying values to construct
frames of understanding
•
•
•
Frames are based on
conceptual metaphors that use
one idea to explain or help
understand another
Lakoff & Johnson describe our
reliance on conceptual
metaphors: the journey –
“Love is a journey”; war –
“Argument is war”; money –
“Time is money”
Example: Voter Revolt
Framing the Issue: How Metaphors Create Meaning
24
Designing the Message
How?
Reframe the discourse:
1.System Justification:
Protect, Sustain
2.Loss Aversion:
Benefits of Action;
Greater Losses
3.Tangible Harms:
Snow storms,
typhoons
4.Social Norms &
Thought Leaders
• Who is your target audience?
• What is the problem? What heuristics dominate the problem?
• What are your values? What are the values of your target?
• What are the phrases, images, or concepts that express
common values?
• Does your message leave anyone out? If it does, is that a strategic
choice?
• Create your central frame through key words that resonate.
Framing the Issue: How Common Values Create Public Support
26