FrameWorks Food Systems Learning Module
Kellogg Foundation Communications Toolkit
This toolkit outlines the essential elements for building an effective communications and media relations program. It has been created primarily for Kellogg Foundation grantees.
Framing 101
These two PowerPoints provide an overview of strategic frame analysis. They were presented in October 2005 at the Food and Society Project Directors Meeting. For more information about strategic frame analysis, visit www.frameworksinstitute.org.
FrameWorks Research on Food Systems
What Is A Frame?
How to Talk Food Systems CD
This CD offers a collection of key documents from the FrameWorks Institute's research on how Americans view the food system based on research conducted nationwide beginning in early 2005 and continuing through summer 2006. The research was supported by the W. K. Kellogg Foundation’s Food and Society Program which set out to understand the public conversation Americans are inclined to have about food, as well as the perceptual barriers that get in the way of their understanding of the larger food system.
Can people rise above their plate on these issues? Can abstract concepts like subsidies and sustainability become part of the public conversation? Doubters are directed to the trigger video included in this toolkit where ordinary people struggle to understand the food system and, with a little help from effective communications, largely succeed.
As a result of this research, the FrameWorks Institute also offers a series of communications recommendations for engaging the public and a wide array of exemplary materials that incorporate and model the communications findings. These materials are designed to provide those who communicate about the food we eat and the systems that produce it a useful “rough draft” from which they can refine their own specific materials.
Table of Contents:
About This CD
Message Memo: “Framing the Food System”
Research
- Review of previous public opinion research
- Cognitive elicitations with ordinary people in four states
- Cognitive analysis of representative news stories
- Cognitive analysis of food advocates’ materials
- Focus groups in five states
- Development of a simplifying model for the food system
- National priming survey
Simplifying Models in Action
- Talking Food Systems Using Simplifying Models: A Trigger Video
- How to Use the Simplifying Model
Applications
Frequently Asked Questions (FAQs )
Talking Points
Sample Speech
Sample Editorial
Sample Radio Interview
Resources
- Framing Public Issues Toolkit
- FrameWorks E-Zines
- Links to FrameWorks’ interactive eworkshop
Order the CD here.
Food Systems Framing Research
Perceptions of the U.S. Food System: What and How Americans Think about their Food
Upside Down Fate: Analysis of a Priming Survey Exploring Views of the Food System
Framing the Food System: A FrameWorks Message Memo
Conceptualizing US Food Systems with Simplifying Models
The Food Chain: Linking Private Plate to Public Process, An Analysis of Qualitative Research Exploring Perceptions of the Food System