No matter how important or incendiary, if your issue is communicated poorly it won’t make it onto the public agenda. And, as legions of communications experts have learned, at least since George Lakoff popularized the topic, your artful words and images will be wasted if they fall outside appropriate conceptual frames – the mental templates we humans use to make sense of the barrage of information coming at us every day.

Back by popular demand, this Tyee Master Class will help campaign and communications managers understand how strategic frames and messaging work, and how to craft frames and messages to reach target audiences – and key media – and advance social change (without spending a million on market research). Participants will also have time to workshop their own frames and messages and get feedback from James Boothroyd and fellow attendees.