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PHRASES Frame Elements
A “frame element” is a communications device that alters the presentation (but not the content) of a message—like a metaphor that helps clarify a concept, a cultural value or shared principle that signals broad relevance, or a particular tone that the messenger adopts. Every communication involves many different frame elements—though they aren’t always chosen strategically. The Foundation of Community Health, GPS Navigation, and Value of Investment frame elements were designed specifically to close critical gaps in understanding between public health experts and professionals in other sectors. They were also tested in multiple settings and shown to be extremely effective. Below is a sneak peak of each element.
PHRASES Quick Start Guide
There are many different framing strategies that can be used to effectively communicate about the value of public health and cross-sector collaboration. Use this guide to get a quick overview of the PHRASES research and tools.
Get a short summary of the perceptions of experts in public health and leaders in other sectors about the health, public health, and cross-sector collaboration.
Principles for Building Healthy and Prosperous Communities
“From our unique position as a national convener at the intersection of community development and health, the Build Healthy Places Network developed these Principles to articulate shared values across sectors and lift up best practices. [Use] these principles [to] frame and guide efforts across sectors working toward achieving an equitable future where fair opportunity is an outcome for all.”
Build Health Places Network2019
Cross-Sector Partnerships to Improve Health and Housing Outcomes: Resource Guide
“Throughout the country, health systems and governmental agencies are partnering with social service providers and other cross-sector organizations to address the social determinants of health impacting their communities. Capitalizing on this national momentum, the Centers for Disease Control and Prevention (CDC), the U.S. Department of Housing and Urban Development (HUD), and the Association of State and Territorial Health Officials (ASTHO) brought together public, private, and nonprofit leaders on Nov. 29-30, 2016 to explore how they could work together to improve health and housing outcomes. This resource guide synthesizes the lessons learned from the 2016 convening and provides public health leaders with strategies to build effective partnerships.”
Association of State and Territorial Health Officials2018
Communication Jobs of 12 Frame Elements
“Framing is the process of making choices about how to communicate – where to start, what to emphasize, how to explain it, and what to leave unsaid. In Strategic Frame Analysis, the various points where communicators make these choices – intentionally or not - are called ‘frame elements.’ While frame elements work together, it can also be helpful to think of each of them as doing a certain communications ‘job’. Check out these job descriptions to learn more.”