The focus of this toolkit is two-fold: to outline framing principles and strategies that support the long-term movement of hearts and minds, and apply them toward shorter-term victories. The guidance included here is rooted in a large body of opinion and media research; in established communications techniques; and in the shared experience of hundreds of advocates, policymakers, and communications strategists from around the United States.
In addition to big-picture thinking about communications strategy, you will also find tips and examples of a range of tactics, and concrete messaging guidance. The latter is in the form of detachable “Opportunity Flashcards,” the first set of an ongoing series of cards that provide short and easy-to-find advice and sample language on a range of social justice issues. Each card provides a link to more in-depth information on our website.
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