Cutting the message: Honing and nuancing your message in multiple ways for particular audiences.
Framing the issue: Recasting an issue in a way that calls upon the values and understandings people hold about an issue but that shifts toward other values.
Issue: How the topic connects to your context (i.e., how to limit the impact of standardized testing in your school or how to re-introduce writing workshop or choice reading into a standardized curriculum)
Message: Translating an issue into a statement that will move others to take the action you want.
Topic: The big area of concern (i.e., standardized testing or writing workshop or choice reading)