The Power of Context: Framing Your Message for Maximum Impact

Yesterday, we kicked off our exploration of Frank Luntz’s “Words That Work” and its relevance to municipal leadership. Today, we’re diving deeper into one of Luntz’s core principles: the power of context. As a City Manager, understanding how to frame your message can be the difference between gaining enthusiastic support and facing stubborn resistance.

The Art of Framing

Imagine you’re presenting a proposal for a new city park. You could say, “We’re planning to allocate $500,000 for a green space project.” Or you could frame it as, “We’re investing in our community’s future by creating a safe, vibrant gathering place for families and improving our city’s quality of life.” Same project, but a world of difference in how it’s perceived.

Luntz emphasizes that “It’s not what you say, it’s what people hear.” As leaders, we often focus on the facts and figures, but it’s the context – the ‘why’ and the ‘so what’ – that truly resonates with people.

Context and the ABCs of Impactful Leadership

This concept of framing aligns perfectly with the ‘A’ in our ABC framework – Awareness. By being aware of how our words are received and understood, we can craft messages that truly connect with our audience.

Let’s break it down:

1. Self-Awareness: Understanding your own biases and preferences in communication. Are you naturally inclined towards data and facts, or stories and emotions?
2. People-Awareness: Recognizing the diverse perspectives and priorities of your audience. What matters most to your city council might differ from what resonates with community members.
3. Language-Awareness: Choosing words that bridge the gap between your intention and your audience’s perception.

Practical Application for City Managers

So how can you harness the power of context in your role? Here are a few strategies:

1. Start with the ‘Why’: Before diving into the details of a proposal, clearly articulate why it matters. Connect it to your city’s values and long-term vision.
2. Use Relatable Analogies: Complex city processes can be made more understandable through everyday comparisons. For instance, explaining a budget reallocation as “similar to adjusting your household budget when unexpected expenses arise.”
3. Paint a Picture: Use descriptive language to help your audience visualize the positive outcomes of your proposals. Instead of just numbers, help them see the thriving community that will result.
4. Address Concerns Proactively: Anticipate potential objections and address them upfront, framing challenges as opportunities for innovation and growth.
5. Tailor Your Message: The same proposal might need different framing for the city council, department heads, and the general public. Adapt your context to each audience.

Putting It Into Practice

Think about a current project or initiative you’re working on. How could you reframe it to better resonate with your key stakeholders? What context might you add to help others see its true value and potential impact?

Share your thoughts or experiences with reframing in the comments on my LinkedIn page. Your insights could spark ideas for your fellow City Managers.

Remember, effective communication is a journey, not a destination. To continue growing in your leadership and communication skills, don’t forget to subscribe to our weekly newsletter, The Leader’s Lens, and tune in to our podcast for more practical insights.

Tomorrow, we’ll explore another crucial aspect of impactful communication: the power of simplicity and brevity. Until then, keep framing your messages for maximum impact!

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Seth Winterhalter is President of HaltingWinter Municipal Solutions, dedicated to making stronger cities through stronger leaders. Through executive coaching, consulting, and the Municipal Leadership Development Circle (MLDC), HaltingWinter helps city managers and municipal leaders transform their leadership impact and their organizational culture.