Introductory Comments
about
LED 311 Course Text
The Power of
Framing
Dr. Joanne E. Nottingham
Source: The Power of Framing by Gail Fairhurst (2012)
The POF text has three
audiences & one message
1. Leaders and Managers
2. MBA Students
3. Communications Students
Framing is the act of communicating a
concept (and a concept is a structured
way of thinking).
Chapters by Focus Area
 Ch. 1 – Framing Introduction as a
DIAGNOSIS
 (your sensitivity to framing, framing style,
and ways for you to meet framing
challenges in various leadership
situations)
 Ch. 2 – Framing as a SKILL
 (cultural context, cultural content, mental
models, core framing tasks)
Chapters by Focus Area
 Ch. 3 – Framing as a SCIENCE
 (conscious & unconscious learning
processes for priming)
 Ch. 4 – Framing as an ART FORM
 (how to craft & create memorable
messages, & combine frames for
maximum effect)
Chapters by Focus Area
 Ch. 5 – Framing as an EMOTIONAL
CONNECTION
 (by priming for spontaneity and
reframing)
 Ch. 6 – Framing as an ETHICAL
COMMITMENT
Chapters by Focus Area
 Ch. 7 – Framing as a CONTEXT FOR
LEADERSHIP
 Ch. 8 – Framing as a SET OF
APPLICATIONS