The Power of Framing: Creating the Language of Leadership
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Praise for The Power of Framing

"The primary work of leadership involves managing meaning through framing. Fairhurst shows that the way leaders use language to frame people, situations, and events has important consequences for the way individuals make sense of the world and their actions. The Power of Framing is an accessible and inspirational read for leaders who want to shape their organizations in ethically responsible ways."
J. KEVIN BARGE, professor, Texas A&M University

"An ideal book for MBA students and business professionals who are interested in specific tools for constructing leadership in their professional worlds. By focusing on the language toolbox of leadership, the book empowers anyone to construct leadership through talk and interaction."
JOLANTA ARITZ, associate professor, Center for Management Communication, USC Marshall School of Business

"Building on her earlier acclaimed work, and written in a highly accessible style, Fairhurst's thoughtful study provides us with a practical and highly relevant analysis of the power of framing language from a leadership perspective. This is a must-have book."
DAVID GRANT, professor of organizational studies, University of Sydney

"Communication is the most important element of leadership, and framing of the subject and situation is one of the most powerful tools available to leaders. Gail Fairhurst has created the handbook to help leaders do this right. A must-read for anyone in a leadership capacity."
RICH KILEY, venture capitalist, and retired Procter & Gamble marketing and HR executive

"To be an effective global manager, there is nothing more critical than understanding how to frame an issue so that you are effectively communicating and motivating in a culturally sensitive manner. This book will tune you into these issues and show you how to make certain your communication is properly interpreted by your audience."
OLGA JACOB, general sales manager (Belgium, Netherlands, and Luxembourg), American Airlines


GAIL T. FAIRHURST is an award-winning professor of communication at the University of Cincinnati, where she teaches leadership and organizational communication. She has also been a speaker, management consultant, and executive coach for McDonald's, Boeing, Procter & Gamble, General Electric, State Farm Insurance, Merrill Lynch, and the Children's Hospital of Cincinnati, among other organizations.



Who Should Read This Book.

Overview of the Contents.


1. The Reality of Framing.

The Rules of Reality Construction.

Test Your Framing Style.

Framing Through Pictures?

2. The Skill of Framing.

Culture and Its Discourses.

Mental Models.

Core Framing Tasks.

3. The Science of Framing.

Priming for Spontaneity.

Priming Mental Models.

Priming for Opportunity.

Priming for Language.

Priming After Mistakes and Gaffes.

Building Complex Mental Models.

4. The Art of Framing.

Framing as a Craft.

The $1,000,000 Question: Combining Framing Devices.

5. The Emotion of Framing.

Emotional Intelligence and Framing.

Emotional Contagion and Framing.

Emotional Regulation and Framing.

6. The Ethics of Framing.

Ethical Codes and Why We Need Them.

Creating Mindfulness.

Moral Positioning.

On Crucibles and Teaching Moments.

7. The Leadership Context of Framing.

Context, Leadership and Framing.

Now It Is Your Turn.

8. The Applications of Framing.


Framing for Campaigns.

Glossary of Framing Terms.



The Author.