Public relations is generally the skill of communication. PRs have many ways of communicating messages to their target audience. Every once in a while, the situation does not automatically fit the message you are trying to convey. That is when a PR reaches for their bag of tricks and starts framing.
No, I am not talking about framing someone for a crime — although it might be a good PR strategy in a pinch …
I am also not referring to hanging something on a wall.
PR framing is an art form in itself. It is a skill that every PR needs for moments where the facts don't match up with the goal, or when a crisis threatens to stain a reputation.
Public relations professionals need to know how to frame a story if they are hoping to build and create a positive reputation for any brand or person.
Paint brushes at the ready because Alrika Möller from media update offers a masterclass in the art of framing.
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**Sources used include ASM Media & PR, LinkedIn, amaSocial, Newsclip and Focal Points