Change Communications with Impact – Using Framing Strategically
We develop targeted frames for your topics to create relevance and resonance. To achieve this, we identify the right narratives, refine core messages, and embed them consistently across all channels.The result: measurable impact, clear positioning, and a strong brand.
Framing: Creating Orientation, Achieving Impact
Framing is far more than linguistic fine-tuning – it is a strategic tool for making communications effective. As an agency for change communications, we develop targeted frames that put topics into the right context, creating both relevance and resonance.
To achieve this, we identify the right narratives, refine core messages, and anchor them consistently across all relevant channels. Framing helps reduce complexity, provide meaning, and shape messages in ways that connect both emotionally and rationally.
In strategic communications, we combine framing with methods such as agenda setting and storytelling – because it’s not only about what is said, but above all how topics are positioned. In this way, we strengthen positions, effectively support transformation, and design communications that influence behavior and shape brand identity.
Why Is Framing Central to Systemic Organizational Development?
Systemic logic assumes that organizations are “built” through ongoing communication. When a new frame is introduced into the communication system (e.g., “shaping the future” instead of “change project”), it alters what is talked about, how it is evaluated, and what follow-up communication becomes possible.
This makes framing particularly valuable in organizational development processes to:
Create meaning that makes complex transformation understandable
Reframe resistance (e.g., “commitment to proven practices” instead of “obstruction”)
Legitimize new behaviors by redefining what is considered “normal” within the system
Those who adjust the frame adjust the system – and that is precisely what makes framing a fundamental method of systemic consulting work.
Framing creates meaning in times of change – it enables orientation where uncertainty prevails.Claudia Thaler, Managing Partner consense communications
How Are Framing and Agenda Setting Connected?
Framing and agenda setting complement each other strategically: while agenda setting determines what is being discussed (topic selection), framing shapes how it is being discussed (interpretive framework).
Only through this combination can topics be positioned effectively, relevance created, and public attention directed.
How Does Framing Differ from Classic Storytelling?
Storytelling tells stories – framing creates the interpretive framework in which those stories are understood. Both methods work hand in hand: while storytelling enables emotion and identification, framing ensures that core messages are perceived as consistent, relevant, and meaningful.
What Ethical Standards Apply to Framing?
As an agency, we design framing responsibly: transparent, values-based, and with an eye toward inclusivity. Our interpretive frameworks provide orientation and invite dialogue. Ethical principles such as openness to dialogue, respect, and multi-perspectivity are self-evident to us.
Framing – Our Methodological Approach
Frame Audit: Making Interpretive Frameworks Visible
In a frame audit, we analyze which narratives currently dominate – for example, through press clippings, social listening, or internal interviews. This creates the foundation for strategic framing and allows us to identify communication opportunities and risks in the context of change at an early stage.
Frame Design: Developing the Right Interpretive Framework
Based on your strategy, corporate culture, and stakeholder expectations, we develop targeted interpretive frameworks. Frame design translates complexity into clear, understandable messages and creates the communicative foundation for positioning and transformation.
Co-Creation & Testing: Developing and Testing Frames Together
We design frames in participatory co-creation – for example, through sounding boards, reframing workshops, or A/B language experiments. This ensures that new interpretive frameworks are effective, relevant, and culturally anchored before they are rolled out.
Rollout Across Media Mix: Consistent Communication on All Channels
In the rollout, we strategically anchor framing across every channel – from stories and visuals to internal and external campaigns. Consistent messaging builds recognition, strengthens trust, and makes key messages tangible across the board.
Monitoring & Re-Framing: Measuring Impact & Adjusting
With pulse checks, KPI dashboards, and qualitative feedback loops, we assess the effectiveness of framing. This enables us to identify early on whether adjustments are needed – ensuring the ongoing relevance and resonance of the communications strategy.
