VALUES MATTER
Strategic Morally Grounded Communication
Training & RESEARCH
In the 1600s, Baruch Spinoza wrote these wise words, which seem just as relevant today. He was writing about human emotions. Politics -- partisan or otherwise -- tends to arise many emotions, some positive, some negative, many in between. Bottom line, as you strive to master strategic communications, you may want to leave strong emotions aside and instead focus on achieving deep understanding.
2014
TOSSING FACTS AT A MENTAL FRAME IS LIKE TRYING TO FIT A SQUARE PEG IN A ROUND HOLE.
A FEW BASIC TENETS OF SMGC
Know Your Values. Remember that Democratic values are mainstream American values.
Be Truthful. Speak with Conviction. Be Concise. Say what you believe in terms of values and morality.
Elevate people. Inspire.
Language evokes frames. Frames trump facts. Frame with values and morality to push multiple moral buttons across many issues.
In the UNIVERSAL VALUES INVENTORY, find effective progressive values to use in framing a policy proposal or stand.
KEY WORD REPETITION is crucial to changing hearts and minds, according to linguist G. Lakoff, PhD. (similar to in branding and in visual brand language)
Language with progressive values and morality evokes cognitive linguistic frames (of mind). FRAMES TRUMP FACTS!
Avoid the other side’s buzz words/framing words. Constantly frame, reframe, define the terms/the bottom line using our values and morality as much as possible.
Minimize facts, stats, policy details. People respond according to their sense of right & wrong. Appeal to intuition and gut feeling, emotion, NOT just to reasoning.
Appeal to a Listener’s more progressive side, or create dissonance on his/her more conservative side.
Frame values to push multiple moral buttons across many issues. (Haidt’s 5 gut-feeling, moral buttons: suffering (compassion), reciprocity (fairness, anger), In-group (pride, belonging, patriotism), hierarchy (respect, fear), purity (cleanliness, chastity)
If you don’t frame yourself or your ideas, others will.
Incorporate images, sensations, metaphors, stories.
Reinforce a positive vision of America (with things like econ. prosperity, retirement security, safe and strong communities, energy independence to reduce wars, effective govt, honest leadership)
Message preemption is important.
Buzz Words/Slogan Repetition is Crucial in framing (as it is in branding). Message Coordination = Strength
Help your next campaign: Broaden the current overly narrow definition of morality.
People have been using cognitive science and linguistics in messaging for many years. Don’t be shy.
Reframing example: “Illegal aliens broke the law and you want to reward them with amnesty.” Response: Undocumented workers, who work for long hours for low wages and help the average American family keep costs down, faced a broken immigration system before coming to the U.S. Our leaders must have the moral courage to fix a broken immigration system that is like having a 25 mph speed limit on an interstate.
Reframing example: Try taking a GOP indirect, vague proposal all the way to its natural, logical conclusion (If I understand correctly, you want to. . . which is totally out of touch with mainstream American values.)
Listen to, understand your audience. Don’t force issues on people. Ask questions (Socratic Method). In speeches, use “ethos, pathos, logos” (= 1) establish trust, 2) emotional connection, 3) deliver mssg)
Effective messages, in general, are credible, clear, concise, connect well with people, and communicate values, beliefs, moral convictions.
Direct “feel-good” framed words (like "war on women") to supporters, not to undecided people.
LAKOFF: Framing has to be repeated, time and again and across the board, until it becomes as pervasive and automatic as the conservative narrative has been, and then more so.
Framing using Lakoff’s list of values works with everybody, but it tends to be more difficult to change a conservative ideologue like a politician.