Spokesperson
Training
How to Talk about
Comprehensive Immigration
Reform
For any questions regarding media or messaging, call or email Eben Cathey:
615-775-1069
eben@tnimmigrant.org
How to Talk about Comprehensive
Immigration Reform
It is more important than ever for us to join the nationwide chorus calling for immigration
reform that offers a commonsense approach, upholds our nation’s values, and moves us
forward together. Whether speaking to a newspaper or television reporter, decision-makers,
or even in a casual discussion, we all need clear, concise, and moving language to get our
point across. This training is designed to help us avoid common traps and pitfalls and
speak about immigration reform in a way that reaches multiple audiences.
What we say really matters. A single quote can change the mind of someone sitting on the
fence – even a single word. We understand that immigration reform is a moral imperative
and an economic necessity. However, some people don’t understand that, so we have to tell
them in words they understand. “It’s not what you say, it’s what people hear.” – Frank
Luntz
What’s equally important is that we all say the same thing.
Framing the Debate
No communication skill is more critical than framing an issue effectively.
What exactly does it mean to "frame" or "reframe" an issue? How we frame an issue
influences how others see it and focuses their attention on particular aspects of it. In our
communications, we want to activate frames that help support our argument. Framing taps
into the stories and ideas that we already carry in our heads, which all include heroes,
villains, morals, causes, and solutions.
Using a Systems Frame
There are two competing frames in the current immigration debate: systems vs. individuals.
If you ask a group of people if illegal immigration is a problem, most everyone would answer
“yes.” But many people see the “immigration problem” as a broken federal system, and
others see the “immigration problem” as the bad decisions of individual immigrants.
Constructive frame – People can’t come to the United States through legal channels because
our immigrations laws are flawed.
Divisive frame – Illegal immigration is caused by undocumented immigrants
If we have illegal immigration because there is a systems failure, we need to take an honest
look at that system and fix it. If it's a failure of individual actors, then we are tempted to
look only for new and creative ways to punish people. The average Tennessean (and
opportunistic politicians) blames undocumented immigrants for illegal immigration because
they are the most obvious and least powerful player in a system that is failing us all.
Two recommended goals for talking about immigration:
1. Put the "immigration problem" in the context of failed systems, for which we all bear
responsibility.
2. Offer systemic solutions that take the focus off of individuals.
It is very important that we use a systems frame that shifts the narrative away from
scapegoating individuals. Suppose immigration reform happens but the narrative has not
shifted – radio talk show hosts will still use hateful language and opportunistic politicians
will still take advantage of people’s frustration, and our community may still remain
unwelcoming. Changing the narrative literally means changing people’s hearts and minds.
Making a Short, Effective Statement
When speaking with newspaper and television journalists, generally only one sentence of
your conversation will make it into the story (this is painfully true for television). Similarly,
one powerful statement may change the perspective of a colleague or stranger. Being
thoughtful and concise is of the utmost importance in order to get your point across, but
crafting a short, powerful statement can be challenging. Here is a simple formula for
putting together a statement about immigration reform:
Values statement + Problem + Solution = A Powerful, Concise Statement
Values Statement
The initial piece of a statement should highlight values. Speaking about values provides
common ground for us to stand on, even when we have very different opinions. You can
own a discussion, if you lead with values.
Family – “No matter who you are or where you’re from, family is important to us all and the
backbone of our society.”
Opportunity – “Our nation is based on the principle that all people should have the
opportunity to achieve the American Dream.”
Fairness – “Every person that contributes to our economy deserves a fair wage.”
Community – “Diversity makes our communities more culturally and economically
vibrant.”
Grounding your conversation in values evokes an emotional response. Using statistics and
economic arguments is important too, but people often forget numbers while they
remember how what you said made them feel.
Defining the Problem
After making a values statement, describe how our immigration system does not line up
with our shared values.
Family Separation – “Our current immigration system separates hundreds of thousands of
families every year.”
No Line to Get In – “For most people, it is almost impossible to immigrate to the United
States. There is no line for immigrants to get in and come to this country like there was 100
years ago.”
Exploitation – “Undocumented immigrants are susceptible to exploitation by some
employers, are forced to work for very little, and suffer from unsafe work environments.”
Unjust Deportation Programs – “People who have lived here for decades can be deported
for something as minor as driving without a license.”
Commonsense Solutions
After leading with values and defining the problem, you can offer a solution that makes
sense and focuses on upholding our values.
Keeping Families Together – “We need policies that will ensure that children are never
separated from their parents and that families that have been torn apart can be reunited.”
Streamlined Immigration System – “We need a safe, orderly immigration system that
represents the best interests of our nation.”
A Level Playing Field – “Legalizing our entire workforce will prevent exploitation,
encourage competitive wages, and ensure that all workers are able to challenge employers
that break the law.”
Fixing the Real Problem – “By ending cruel deportation programs, we can focus on
reforming an impractical system instead of targeting individuals.”
“Every person that contributes to our economy deserves a fair wage, but undocumented
workers are susceptible to exploitation by some employers, are forced to work for very little,
and suffer from unsafe work environments. Legalizing our entire workforce will prevent
exploitation, encourage competitive wages, and ensure that all workers are able to challenge
employers that break the law.”
When you lead with a statement about our shared values, describe how those values have
been violated, and end with a practical solution that makes sense to everybody, you’ve put
together a winning statement.
Maintaining Message Discipline
It’s important to tell the story that you want to tell. Reporters often ask leading questions
and it’s in our nature to try and directly answer them. The ability stay on message
regardless of the direction of the conversation is called having message discipline. When
you’re speaking to the world, you don’t have to answer anybody’s questions – it’s your
opportunity to communicate your message.
Reporter: Do you support “amnesty” for illegal immigrants?
You: I support policies that keep families together but right now our immigration policies
separate hundreds of thousands of families a year. We need just and humane immigration
reform that recognizes the importance of keeping families together and reunites those that
have been torn apart.
Reporter: Keeping families together is important, but shouldn’t we at least secure our
borders?
You: The real focus should be on preserving our communities. Many immigrants have lived in
our communities for decades and their contributions to our economy and culture are
invaluable. However, deportation programs are destroying communities and separating
families for something as minor as driving without a license. We should end programs that
arbitrarily deport community members and focus on practical solutions, like creating
immigration laws that meet the demands of our economy.
Reporter: But don’t you think that illegal immigrants that broke the law should have to “go to
the back of the line” and come here the right way?
You: I believe that for a nation that prides itself as the land of opportunity, we should
actually offer realistic channels for people to immigrate here. Unfortunately, there is no line
for people to get in, even though large portions of our economy depend on foreign workers. We
need safe, orderly immigration laws that represent the best interests of our nation.
Using Statistics
Statistics are a useful tool in a debate or statement, but only in certain instances. Most
people forget the numbers you say, especially if they are angry or scared of something
relating to your topic. The best use of a statistic is to demonstrate how it relates to a value
that you’ve already communicated.




In 2011, immigrants started 28% of all U.S. businesses, despite accounting for only
13% of the population (work ethic).
In President Obama’s first four years of office, the Department of Homeland Security
separated over 1,000 families a day (family).
In 2010, undocumented immigrants in Tennessee paid 157.4 million dollars in state
and local taxes (contribution to society).
Our economy depends on an estimated 400,000 new, low skilled workers each year,
but our government issues only 5,000 permanent resident visas worldwide
(opportunity).
When you lead with values, statistics strengthen your argument by accessing a different
part of the listener’s brain. Values reach us emotionally while numbers appeal to our logic.
When you use both together, beginning with values, you’re making a strong argument.
Words and Frames Not to Use
Illegal Immigrant – No human being is illegal, but nearly every media agency uses this
term to describe human beings, encouraging the misconception of criminality.
An ‘individuals’ frame – In your conversation, move away from talking about individuals
and towards a flawed, unworkable system. If you focus on the actions of individuals, you
cannot adequately address the failings of our immigration policies.
Amnesty – Moving into a frame that discusses a lack of punitive measures takes us away
from talking about systemic approaches to reforming our policies.
“Them” language – Our frame should always possess inclusive language and move away
from an “us vs. them” frame. Instead of “They do jobs Americans don’t want to do’ use
‘Immigrants contribute to our culture and economy.”
Lifting up youth, forgetting their parents - When we say that it’s not the DREAMers’
(young people that were brought to the U.S. as children) fault that they’re here without
papers, we unknowingly imply that they are victims of their parents’ crime. All of us suffer
from an immigration system that compromises our values.
The “Nation as a House” metaphor - Some of the evocations of this metaphor are “open
our doors,” “breaking in,” and “guest worker.” Using this metaphor taps directly into
concepts promoted by the opposition because houses have owners who allow selected
people to enter and rightfully keep others out, and people who enter without permission are
committing a crime.
The “water” metaphor – Using phrases like “a flood of immigrants” or “they’re coming in
waves” evokes a damaging frame that our country is too full or immigrants are coming here
like a hurricane. Immigrants come to our country in accordance with the needs of our
economy and rates of immigration over the past five years are historically average.
Criminals vs. good immigrants – Discussing immigration reform in the context of
immigrants who commit crimes reinforces the myth that immigrants commit crimes at
higher rates than the native born (the opposite is true). Don’t stay in a criminal frame
where negative associations occur.
Words that Win
Immigration laws/ immigration policies – When we’re talking about the “system,” it’s
better to use “laws” or “policies” Systems are huge and can be hard to change. Laws and
policies are more tangible.
New Tennesseans – This term is used in place of illegal immigrant and undocumented
immigrant. If you’re finding yourself having to talk about people without status often,
you’re probably working within a losing frame (take the focus off the individual, advocate
for workable, humane policies).
Pathway to Citizenship – Citizenship for people here without status is the centerpiece of
the immigration reform campaign. A “pathway” implies that those already here will still
have to go through a process that is yet to be decided, addressing the common argument “it
just wouldn’t be fair to all those who have waited.”
Create a common sense immigration process – When you state that we need to create a
“process,” you presuppose that there currently is none (there is no line to get into).
Remember, our economy needs 400,000 workers each year, but only makes 5,000 visas
available.
Immigration policies that upholds our nation’s values – When speaking to a large
audience, our thesis is that our current immigration system compromises our values. If you
go blank or lose your train of thought in an interview, you can always go back to this
statement - it most accurately describes why you care about this issue.