Framing in the communications sense provides opportunities to help others make sense of events, to explain the reasoning supporting decisions. Framing increases our chances of getting others' agreement and commitment. There are opportunities to frame or reframe the negative framing practiced skillfully by those who resist change in any organization. Skillful framing can be used to create a bridge between parties in a conflict and help them move forward toward solutions. Framing requires insight, which includes both a clarity of purpose and a thorough understanding of those we are trying to influence.
Intention is important since framing can be used to manipulate or deceive.
Hopefully, our values minimize this. A key function of leadership is the management of meaning. Effective leaders present images that grab our attention and interest. They use language in ways that make it easy and compelling for us to view events from their frames of reference. Leaders frame their vision in ways that help organizational members make sense of the vision, embrace it, see its relevance to their responsibilities, identify next steps in implementing the vision, and feel enthusiasm for it.