ActionMedia provides training and on-going support to organizations that have developed a strong frame on their issue, to move that frame into public discourse.  The success of a re-framing effort can be measured by “the echo effect” – hearing the values, terms, language, and assumptions in your frame echoed in the public speech of others.  Different speakers will emphasize different parts of the frame, telling the story from their own perspective.  As the frame gets repeated, more people see themselves in the story.  Ultimately, the frame becomes the baseline for public discussion – the common sense way of defining the issue.  When that happens, advocates have succeeded in setting the terms of debate.