You can change the entire story—just by adding one fact.
An example is when President Trump met with the president of Syria. All major media outlets covered the same meeting.
But the headlines? Totally different frames.
“Trump Meets Former Militant Who Now Leads Syria.”
— New York Times“Trump’s embrace of Syria and its jihadist-turned-president could shake up the Middle East”
— CNN“Ahmed al-Sharaa, the former jihadist rehabilitated by Trump who has brought Syria in from the cold”
— El Pais English
“Trump meets with Syria’s interim president, a first between the nations’ leaders in 25 years“
— AP News
Same story. Same moment.
But each headline chose a different detail to spotlight—and that changed the emotional filter completely.
This is Framing.
More specifically, it’s an Attribute Frame.
It works like this:
- You choose one attribute—“former jihadist” vs. “interim president.”
- You shine a light on it.
- The audience doesn’t just see the story—they feel it through that lens.
The message hasn’t changed.
But the frame has changed how we interpret it.
How to Use This in Your Own Communication
Whenever you’re trying to get buy-in on something complex—an idea, a proposal, a risk—don’t just pile on the facts.
Choose the right attribute to frame it.
Ask:
- What detail will stick in their head?
- What attribute shapes the emotion behind this?
- What’s the most memorable or telling aspect of the idea?
One sharp detail. One bold frame.
That’s the difference between being heard and being ignored.
Don’t just explain it.
Reframe it.