Messaging, Framing and Strategy

The Center for Media Justice believes that to change the hearts and minds, social movements need a powerful narrative strategy.  These resources will offer guidance on how to create resonate messages that expose structural oppression, offer solutions, and above all, tell our own stories.


Displaying 1 to 17 of 17 items.

  • Center for Media Justice Training and Event Calendar
    Find out about the upcoming Center for Media Justice trainings and events happening online or in your area.
  • Media Strategy Resource Guide for Anti-Occupation Activists
    This resource guide is developed in direct response to concerns that Arab, Muslim, and specifically Palestinian leaders have limited access to tools and resources needed to participate effectively in public and media debates on the occupation of Palestine.  While many important Jewish, Christian, and other leaders are working for a peaceful end to the Israeli occupation of Palestine, this toolkit intends to support the development and implementation of communications strategy, with a specific focus on elevating the public voice of under-represented communities of color.
  • Branding & Slogan Worksheet for Organizing Campaigns
    Movements can brand campaigns to evoke meaning, call people to action, and show a vision for a new, more just future. Use this tool to develop a branding strategy for your organization to move your goals and mission.
  • On Message: Using Strategic Communications to Advance Social Change in Black and Latino Communities
    This publication highlights examples of efforts involving Black- and Latino-serving nonprofit organizations that utilize strategic communications to enhance their advocacy work and improve opportunities in communities of color.
  • Letter to the Editor Worksheet
    Planning a letter to the editor but not sure where to start? Here's a worksheet that will help you develop a high impact letter that frames your focus issue in a meaningful way, in order to forward your or your organization's goals.
  • Storytelling Worksheet
    What's your story? And how can you tell it in a meaningful way? This worksheet will help you build your baseline message.
  • News Hooks
    One good way to make sure your message resonates is by using news hooks to tie in your issue with something people are already familiar with or thinking about. Use this to help you think about the types of hooks that can help you effectively tell your story.
  • Values Vocabulary
    These are buzz words that, according to focus studies, most resonate with audiences in the United States. Using these words will help bolster the effectiveness of your message.
  • Sample Frames and Messages
    An example of how you can forward your organization's social justice goals through effective framing and messaging.
  • Framing Guiding Questions
    Framing tips and considerations for developing effective stories, messaging, and soundbites.
  • Elements of a Successful Message
    Quick tips to keep in mind for creating messages that resonate across audiences.
  • Communicate Justice 101: The Organizers’ Essential Guide to Strategic Communications
    This comprehensive how-to toolkit provides a full course in grassroots strategic communications, including templates to help you create a media plan, write press releases, frame your message, and more.
  • Communicating for Health Justice: A Communications Strategy Curriculum for Advancing Health Issues
    This powerful curriculum by the Praxis Project is designed to help health advocates fight for a more equitable health system and reframe the debate.
  • Looking Deeper: Visibility and Invisibility of Youth, Policy and Race in San Jose Mercury News
    How does one of the Bay Area’s leading newspapers cover issues important to youth and their communities? In 2005, CMJ (then the Youth Media Council) worked with San Francisco’s Youth Justice Project to take a deeper look at San Jose Mercury News coverage of education, juvenile justice, racism, and poverty.
  • Speaking for Ourselves: A Youth Assessment of Local News Coverage
    Conducted by Bay Area high school students, this 2002 report examines coverage of youth on the local Fox affiliate, KTVU Channel 2. This report by CMJ (then the Youth Media Council) presents findings from a three-month study of trends in news coverage, and recommends steps journalists can take to improve reporting on youth and youth policy.
  • Young People and Decent Wages
    Best communications practices for organizers conducting campaigns for a living wage.
  • Reclaiming Meaning, Echoing Justice: a response to the 2004 presidential elections
    Illustrates the role of strategic communications in defining our issues through using "the technology of media, the resonance of shared values, and the power of metaphor to impeach injustice and reclaim our world."
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