Latest Posts

Pandemic Response: Part 3 Pandemic Beliefs 1 Understanding the narrative

Only a crisis – actual or perceived – produces real change. When that crisis occurs, the actions that are taken depend on the ideas that are lying around. Milton Friedman

So what are the ideas that are lying around?

You may not share Milton Friedman’s opinion of the ideas we need lying around. But our response to COVID-19 will depend on what they are. At the moment, narratives about COVID-19 are competing for some of our most deeply held beliefs about the way the world works. If we are communicating about COVID-19 we need to be careful about which of these we are appealing to, and which we are avoiding.

Our piece The Narratives We Need goes more deeply into some of these core beliefs, and what they mean for our communications.

Here we outline some of the specific helpful and unhelpful beliefs about COVID-19. This is about framing: the core concepts to leave in, or out. It is not a list of messaging dos and don’ts. But you can use it to help develop a messaging strategy, or as a checklist to evaluate your ideas against. Read more

Pandemic Response: Part 2 Messages of Hope 1 From across civil society

When we drop fear, we can draw nearer to people [in some ways at least], we can draw nearer to the earth, we can draw nearer to all the heavenly creatures that surround us. bell hooks

We have in the past week been grateful to receive several beautiful messages of hope from our colleagues and friends around the world—affirming both the need for immediate mutual aid and for challenging unhelpful narratives. 

We pass on their wise words below… Read more

Pandemic Response: Part 1 Unimaginable times 2 An evolving resource

Just a few weeks ago, this moment was unimaginable. We would not have believed the headlines, or been able to picture how the high street looks today. COVID-19 has abruptly pressed pause on anything that resembles ‘normal’ day-to-day life.

This is a moment of anxiety. We are fearful for our health and the health of those around us. We are all trying to make sense of what is happening and calculate the true impact of this crisis. This virus will affect us all, but we know it will not be felt equally. It will leave some people more exposed and vulnerable than others, laying bare the reality of existing inequality.

But this is also a moment of connection. 

The shared experience and interconnectedness of being human has been brought sharply into focus. Our health is inextricably linked to the health of our neighbours. Our resilience is community resilience. In the face of this crisis to cooperate and collaborate is not a choice, it is the only way to respond. In our illness, anxiety, solidarity, concern for loved ones, boredom and need for light relief we share in this surreal and scary collective moment. Read more

Election Guide Talking climate justice this election 1 Four things to consider

Climate change is featuring in this UK election like it has never featured in any before. Barely mentioned in previous election cycles, this year we have seen it front and centre of manifesto pledges, and Channel 4 hosting a climate debate for the first time. Awareness and concern about climate change is at an all time high, and we are at a critical fork in the road: we vote for a government that will act on climate change, or we don’t and face the consequences.

For many campaigners, this is also a critical moment to make sure we are talking about climate change in the right way. Specifically, it’s about putting global justice into our frames, and not allowing the debate to focus so narrowly on emissions targets. It’s about framing climate change with reference to historical injustices, such as colonialism, acknowledging that those who are most affected around the world are the least responsible, and advocating solutions that redistribute power and centre the communities on the frontline.

But it’s not necessarily straightforward to talk about climate change in this way.  Read more

New Publication Don’t parrot… 1 A short guide to avoiding common communication pitfalls

A guest blog by Ralph Underhill, PIRC Associate and Director of Framing Matters. Framing Matters and Health Poverty Action have just published ‘A Practical Guide for Communicating Global Justice and Solidarity’. Here he introduces common communication traps.

President Nixon famously said, “I am not a crook”.

With those 5 words, he managed to reinforce the idea, in the minds of millions of Americans, that he was, in fact, a crook. What he should have said is “I am an honest man”. When he used the word ‘crook’, he was parroting the language of his opponents, and simply reinforcing that negative association in people’s minds.

This is the first communications trap, which I call the… Read more

Guest Blog Aid is just a sticking plaster… Why we need a new way to talk about international issues

Ralph Underhill is Director of Framing Matters and a PIRC Associate. Along with HPA he’s just published ‘A Practical Guide for Communicating Global Justice & Solidarity’.

Giving to charity is supposed to be a good thing. That is pretty uncontroversial, most people accept that. But what about the word itself? What associations does it bring to mind? And most importantly, are these associations actually helpful to your cause?

Read more

Guest post by Kat Wall Class & NGOs 3 7 practical ideas to shift power & centre social justice

NGOs—non-governmental organisations—are often used as shorthand for the institutions of the movement. These are the places where there is money, jobs, influence especially with policymakers, and people with paid time to campaign, organise and act for a better world.

Many of the people who work in—and lead—these organisations are middle class (and white, and able-bodied, and men). And overtime, this has created cultures that work for these people (and that don’t work for others).

I want to explore why this is problematic for social movements—and for the possibility of social change—and some practical things that might be done about it. Read more

Part 1 of the "Work In Progress" Series by Tanya Hawkes So, you’re about to recruit? Designing recruitment with equality, fairness and values in mind.

How your organisation employs people is at the heart of its commitment to equality. The advert, application form, interview, the practical test (if you have one) and how you manage probation periods is an opportunity to address internal inequality and help shift the values and culture of your organisation.

I’ve worked in charities, NGOs and cooperatives for over twenty years, in areas of mental health, learning disabilities, environment, human rights and housing. Over the years I’ve designed many recruitment processes, shortlisted hundreds of candidates and interviewed dozens of people for jobs, including volunteers, permanent and short term staff, maternity cover and consultants.

What follows are real life examples that you can use to shape recruitment in your organisation. The examples I’ve used are just that – examples. Once you’ve got the basic legal requirements and good practice in place, you can tailor your recruitment process so it best reflects your organisation’s needs and values.

This is an important exercise. It’s so much more than just a series of processes. Read more

New Project Framing Climate Justice Applications Open!

Catastrophic heatwaves, devastating droughts, deadly wildfires and extreme storms. In 2018, the world saw glimpses of what the future could be without urgent action to solve the climate crisis.

But everywhere, people are coming together to organise for real climate solutions. More than ever, we need to be fighting to win, to shift the narrative, and to build a massive movement for climate justice.

The Framing Climate Justice Project aims to strengthen the movement for climate justice in the UK. We want to use the project to build a more aligned community of activists and campaigners, and to improve how we are communicating about climate change and its causes and impacts. Read more

The Narratives We Need How do we frame our way to Wakanda? Wakanda Version

The world outside Wakanda—our world—is rife with poverty, violence, oppression, fear, corporate power. Wakanda cannot remain immune to this forever.

The beliefs that maintain oppression and violence are widespread and common. But there’s another set of widely-held core beliefs where we see the potential for change. These beliefs sit side by side: toxic and oppressive, liberatory and compassionate. We may all hold these contradictory beliefs to some degree.

The choice—for Wakanda, and for us—is which set of beliefs we should build on.

What follows are the key lessons we learn on this journey. Read more

Movement Narrative Review The Narratives We Need 1 Strengthening the stories that unite us

Read the Wakanda Version of The Narratives We Need or buy the poster.

Social movements across Europe face some common framing challenges. We asked over 200 campaigners—environmentalists, feminists, anti-racists, new economists, and many more—what we’re up against, analysed the trends and pulled together the key lessons.

If you’re part of a group organising for social change, we’re sure you’ll be familiar with times of fear, grief and despair in the face of the rhetoric from those in power in the UK, Europe, and across the Atlantic. But then we see bright flashes of hope in social movements changing the story: Black Lives Matter and #MeToo; activists refusing to lie down in the face of horrendous corporate and state failures, such as in the case of the Grenfell activists or the women’s strikes in Spain and Poland; and campaigners worldwide fighting tirelessly for the rights of migrants, refugees and asylum seekers.

We at PIRC spent the past year talking with activists and advocates from across Europe about framing.* In workshops and interviews, we dug into the framing challenges and opportunities our movements are facing.

Read more

New Publication Framing Nature Toolkit launched 3 A guide to how words can help wildlife

This week we launched the Framing Nature Toolkit.

Packed with activities, tools and advice, the toolkit aims to make our words work for wildlife.

We’ve filled the toolkit with exercises and examples to enable you to put framing into practice. If you want to get stuck into more of the theory that this toolkit draws on check out our earlier publication Common Cause for Nature.

Download the Framing Nature Toolkit here!

New Publication A new guide to testing your communications

When you communicate you usually have a good idea of what you want to say and the change you want to make. But when it comes to crafting a message, how do you know whether it will work?

Testing helps you find out whether your choice of framing (the emphasis you put on particular concepts) is likely to lead to the outcomes you are aiming for.

We believe that every campaigner can improve their communications with testing, and we insist that it’s possible to do this even on a low budget!

Read more & download the guide.

New Report Framing the Economy Findings How to win the case for a better system...

Today PIRC, the New Economics Foundation, NEON and the FrameWorks Institute are launching two story strategies that progressives can use to shift thinking on the economy. They’re built on values and metaphors that encourage the hope that change is possible and increase people’s support for progressive policies.

Download the report

Why we need new stories

Dominant economic narratives have gripped the public imagination and paved the way for regressive economic, social and environmental policies. Without the framing resources and co-ordination to challenge these narratives, campaigners often score own-goals when they talk about the economy.

The austerity story, based on the belief that Labour’s overspending ‘maxed out’ the nation’s credit card and left Britain in a mess, has been used to justify a regime of cuts to public spending that persisted in spite of the horrific social consequences and sluggish economic performance. More recently, the Brexit story has harnessed an unholy alliance between anti-immigrant sentiment and an aspiration for national self-reliance in order to ‘take back control’ from distant Brussels elites.

In the face of these stories, campaigners have often been on the back foot, using language that they haven’t shaped (like ‘Labour’s mess’), relying on oppositional politics (e.g. anti-cuts) and experimenting with frames (e.g. the ‘game is rigged’) without knowing how to use them most strategically –  rather than asserting their own vision of the economy. Read more