Each of these issues can be avoided by starting the conversation with three short statements.
- Context: This is the topic you want to talk about. Of all the topics in the world, this is the one you will talk about now.
- Intent: What you want the audience to do with the information you are about to share.
- Key message: The most important part of the overall message you are about to deliver (the headline).
Framing should take no more than three sentences and be delivered in less than fifteen seconds.