The Art of Framing: Crafting a Policy Message That Sticks

Aligning Your Advocacy with What Matters Most to Drive Real Impact

Feb 03, 2025

Hi everyone,

When it comes to influencing policy, crafting a clear, impactful message is one of the most important—and often the most challenging—parts of advocacy. You might have the data, the lived experience, and the passion, but if your message doesn’t resonate with the right people, it’s easy for it to get lost in the noise.

That’s where framing comes in. Framing isn’t just about what you say—it’s about how you say it and how you align your message with the priorities and values of your audience. A well-framed policy ask can be the difference between a polite "we’ll think about it" and real action.

Let’s break it down:

Pic: Ellen catching up with Permanent Secretary Denis McMahon

Why Framing Matters in Advocacy

Policymakers and stakeholders are busy people, often juggling competing priorities and limited resources. If your message doesn’t immediately connect with their values or address their concerns, it’s unlikely to make an impact.

Framing allows you to position your policy ask in a way that:

Speaks to their priorities (e.g., economic growth, community well-being, or reducing public expenditure).
Highlights shared goals (e.g., improving health outcomes, tackling inequality, or supporting families).
Cuts through the noise by being clear, relatable, and solutions-focused.

How to Identify Your Audience’s Priorities

Before you frame your message, you need to know who you’re speaking to and what matters to them. Here’s how:

Research Their Priorities:
Look at their recent statements, speeches, or social media posts. What themes keep coming up?
Understand Their Challenges:
Think about the pressures they’re under. Are they trying to balance budgets, reduce waiting lists, or respond to public concerns?
Align Your Message:
Once you know their priorities, frame your ask in a way that positions your solution as addressing those concerns.

For example, if you’re advocating for increased funding for school uniforms, frame it as an investment in families and children’s education that will reduce financial pressure on households during a cost-of-living crisis.

Examples of Effective Framing

💡 Economic Benefits:
Instead of saying, “We need funding for renewable energy projects,” frame it as:
“Investing in renewable energy will create jobs, reduce energy costs, and position Northern Ireland as a leader in the green economy.”

💡 Community Well-Being:
Instead of saying, “Fuel poverty is a growing issue,” frame it as:
“By tackling fuel poverty, we can reduce pressure on health services, improve quality of life, and ensure no one has to choose between heating and eating.”

💡 Shared Values:
Instead of saying, “We need affordable school uniforms,” frame it as:
“Every child deserves to go to school ready to learn, and affordable uniforms ensure families aren’t left struggling to make ends meet.”

Practical Steps to Refine Your Messaging

Start With Your Goal:
What do you want to achieve? Be specific about your policy ask.
Know Your Audience:
Tailor your message to the people who have the power to make decisions.
Keep It Simple:
Avoid jargon or overly technical language—make it easy to understand.
Focus on Solutions:
Policymakers are more likely to act if you present a clear solution, not just a problem.
Test Your Message:
Share your framing with colleagues or allies and get feedback on whether it’s clear and compelling.

Live Consultations You Can Respond To

If you’re ready to put your advocacy skills into practice, here are some live consultations that need your voice:

Affordable School Uniforms: This consultation is exploring ways to make school uniforms more accessible and affordable for families.
Tackling Fuel Poverty: Have your say on proposals to address fuel poverty and support those most in need.

💡 Don’t have time to respond? Let me help! I can craft tailored consultation responses that ensure your voice is heard.

Explore My Online Training Course

If you’re looking for more in-depth guidance on policy influencing, my online course is designed for you. It’s packed with step-by-step strategies to help you:
💡 Engage effectively with policymakers.
🎯 Create messages that stick and drive action.
🛠️ Build and execute advocacy campaigns with confidence.

Whether you’re new to advocacy or want to sharpen your skills, this course provides practical tools you can use right away.

💻 Sign up here and start today: https://policy360.teachable.com/

Earn CPD Points With My Podcast

Did you know you can earn Continuing Professional Development (CPD) points by listening to Policy360: Unplugged? My podcast offers practical advice and real-world insights into:
🎙️ Building relationships with policymakers.
🎙️ Amplifying voices in underrepresented communities.
🎙️ Using storytelling to influence policy.

🎧 Start listening here: podcast link

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Thank you so much for your encouragement—it means the world!

How I Can Help You Achieve Your Advocacy Goals

If you’re struggling to craft your message or feel like you don’t have the time to focus on advocacy, I’m here to help. Here’s how:

Writing Consultation Responses: Let me take this off your plate and ensure your message is impactful.
Developing Public Affairs Strategies: I’ll work with you to create a roadmap for engaging with policymakers.
Securing Funding: Over the last five years, I’ve helped organisations raise over £1 million—let me help you craft a winning application.
Crafting Policy Messages: I’ll refine your ask into a message that resonates with decision-makers.
Creating Blog or Social Media Content: Need to amplify your message? I’ll help you create content that gets noticed.

📧 Get in touch here to learn more: hello@policy360.co.uk

Final Thoughts: Framing Is Key to Impact

Framing isn’t just a nice-to-have—it’s essential if you want your advocacy efforts to stick. By aligning your message with your audience’s priorities and presenting a clear solution, you can create real momentum for change.

Need support with framing, responding to consultations, or anything else in your policy work? Just drop me a message—I’d love to help.

Until next time,
Ellen

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P.S. What’s been your biggest challenge in advocacy recently? Let me know—I’d love to hear from you!