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Issue Framing – Building an Engagement Strategy

Issue Framing – Building an Engagement Strategy. NetSpeed , October 2013 Dr. Bill Irwin. Issue Framing.

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Issue Framing – Building an Engagement Strategy

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  1. Issue Framing – Building an Engagement Strategy NetSpeed, October 2013 Dr. Bill Irwin Building an Engagement Strategy

  2. Issue Framing If the public could identify a public problem together (naming) and then discuss choices on how to solve the particular problem (framing), then the likelihood of greater community action increased ten-fold. • Christopher Kelley, the Kettering Foundation - 2 Building an Engagement Strategy

  3. Issue Framing • There exists a disconnect between the “public” (e.g., citizens, communities) and “politics” (e.g., elected representatives, public institutions) • Issue framing: • Aims to “name and frame” issues in a way that is meaningful to those concerned and encourages them to talk about assumptions and values underlying the issue • Is rooted in the belief that strong democracy depends upon people making choices together about how to deal with problems in their communities • Captures the fundamental values and perspectives that are behind the way citizens and stakeholders see a problem 3 Building an Engagement Strategy

  4. Why Issue Framing? • It is the foundation of a strong engagement process • Creates confidence in the process by striving to ensure everyone can see themselves in the information, choices or approaches they are asked to consider (i.e., that the process is not biased) • Helps participants gain a better understanding of each other's concerns and interests • Issue framing may be a powerful engagement initiative in itself (completed before the formal engagement process unfolds) 4 Building an Engagement Strategy

  5. Avalanche!! Issue Framing Is About Perspectives Two abandoned skiers have very different perspectives but the same realities. They must each see their reality in the issues and options that are presented to them. The Rescue Team!! 5 Building an Engagement Strategy

  6. “Frameable” Issues • Compelling, important issue, which the community is broadly concerned about • Choices must be made, but there are no “right” answers • The public and stakeholders must act in order for change to be effected • New thinking and approaches are sought • Participants have not had the opportunity to consider the different courses of action and their consequences • Decision-making needs to be informed by multiple views (e.g., citizens, stakeholders, experts) 6 Building an Engagement Strategy

  7. Issue Framing Process • Background research • Identify community concerns/perspectives • Identify options or required background information • Name the issue (problem/issue statement) • Develop the issue framework • Formulate questions • Test the framework with diverse audiences Source: Adapted from PRATT, Julie, “Beginning with the End in Mind”, Kettering Foundation 7 Building an Engagement Strategy

  8. 10 Core Principles of Public Engagement • Begin by listening • Attend to people’s leading concerns • Reach beyond usual suspects • Frame issues for deliberation • Provide the right type and amount of information • Help people move beyond wishful thinking • Expect obstacles and resistances • Create multiple, varied opportunities for dialogue and deliberation • Respond respectfully and conscientiously to people’s involvement • Build long-term capacity as you go Source: Public Agenda – Centre for the Advancement of Public Engagement (www. publicagenda.org) 8 Building an Engagement Strategy

  9. Essential to Effectiveness 9 Building an Engagement Strategy

  10. Q1: Framing the Issue • Describe what process you would use to frame this issue: • Who is involved in framing the issue and how are they involved? • What the key elements of this issue from a community perspective? • What information needs to be provided to participants? 10 Building an Engagement Strategy

  11. Q1: Framing the Issue Information for participants Who is involved and how? Key elements of issue framework 11 Building an Engagement Strategy

  12. Q2: Audience Identification • Who needs to be engaged and why? • What recruitment methods are needed for different publics (including hard to reach audiences)? 12 Building an Engagement Strategy

  13. Q2: Audience Identification Recruitment methods? Who needs to be engaged? Why? 13 Building an Engagement Strategy

  14. Q3: Matching Methods with Purpose • Choose a CE method and reporting plan • For this issue, what type of engagement methods (e.g. generative, deliberative, hybrid) would be appropriate and why? • Given the method chosen how would the CE results be captured, analyzed, used, reported and evaluated? 14 Building an Engagement Strategy

  15. Q3: Matching Method w. Purpose Data capture, use, analysis, reporting and evaluation? Type of engagement method? Why? 15 Building an Engagement Strategy

  16. Plenary: Reporting Back and Discussion Q1: Framing the Issue Who is involved and how? Key elements of issue framework Information for participants Q2: Audience Identification Who needs to be engaged? Why? Recruitment methods? Q3: Matching Method w. Purpose Type of engagement method? Why? Data capture, use, analysis, reporting and evaluation? 16 Building an Engagement Strategy

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