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This initiative is a project of the National Human Services Assembly and is generously funded by The Kresge Foundation and Annie E. Casey Foundation.
Communication Tip #3: Do's and Don'ts of Correcting Mistakes
In a recent newsletter, we identified communication tips from FrameWorks Institute that can help the human service sector make the most of the new narrative. This week we are taking a closer look at a communication device that might be undermining our efforts to change common misperceptions about the work we do and those we serve. Informally known as “myth vs. fact," the device is essentially restating the misinformation the public might be harboring and then immediately following it with a correction.
The public comes to the table with a number of myths and misconceptions about human services. Communicators often try to address this challenge by first restating and then dispelling the mistake, but this has the surprising unintended consequence of reinforcing the mistake in the listener’s mind.

Existing beliefs are hard to dislodge. As we know from FrameWorks repeating the existing misperception may actually reinforce it.

One well-known study by University of Michigan investigated the effects of a “myth vs. fact” sheet. It found that not only did people misremember the myths as facts, but they also attributed the source of the incorrect information to the trustworthy organization that had produced the sheet.
Here’s an example of the myth mistake:

A common response to intergenerational poverty is to scale back forms of direct aid to families — welfare, food stamps, etc. — that are frequently labeled as creating dependency. This position flies in opposition to the facts. Research shows that giving aid to a family increases the chances that a child will not continue to live in poverty as an adult. If we want to end intergenerational poverty in America, we should be giving families more aid — not less.


Note that the first sentence is the “myth”: that aid causes dependency. But at this point, we have just repeated the incorrect information and inadvertently reinforced it. Instead try this:

Making sure a family has what they need to thrive, including access to healthy food and affordable health care, increases the chances that a child be able to reach his or her full potential.
Reporters often pose statements or questions in the myth/fact format. Those are good opportunities to be consistent with the new frame and avoid restating the myth at all costs. 
Welcome to Lee Sherman, the new President and CEO of the National Human Services Assembly! Lee joins us from the Association of Jewish Family & Children’s Agencies where he served as President and CEO for 7 years. As an NHSA board member, Lee has been actively engaged with the Reframing Initiative and is looking forward to working with us on scaling up adoption of the new frame. “The National Assembly’s Reframing Initiative is the single best tool today for changing the conversation,” Sherman said. “I look forward to working with the board and members of the National Assembly to impress upon the public the shared values that can ensure our communities move forward for all of their constituencies and participants.” Learn more about Lee here
Not Only for the Nonprofit Sector!
Ilsa Flanagan recently led TED-style talks at the APHSA National Health and Human Services Summit and the NGA Policy Institute for Governors’ Human Services Advisors. Participants from the public human service sector learned about the new frame and how they might start to adopt it in their work. As the public and nonprofit sectors begin speaking from the same narrative, we will amplify and expand the reach of the frame. In fact, check out the reframed language on the home page of Austin/Travis County Health and Human Services Department.
AUSTIN/TRAVIS COUNTY HEALTH AND HUMAN SERVICES DEPARMENT
Our mission is to prevent disease, promote health, and protect the well-being of our community with the vision of making Austin/Travis County the healthiest in the nation. When we support well-being, we ensure that everyone has equal access to health and human services so all may live their best life.
We have a robust set of free tools to better equip you integrating this new narrative into your communications strategies.
Contact Us
For more information on how your organization can join the reframing mobilization, please contact Ilsa Flanagan at iflanagan@nassembly.org.

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