In political campaigns, candidates often become intimately familiar with a useful concept from psychology and communication theory called “framing.” It’s even more useful in the context of coaching.

Framing is used to represent the communication aspect which leads to the people’s preference by consenting one meaning to another. Framing stimulates the decision making process by highlighting particular aspects by eliminating the others. For e.g. the newspaper frames the news within a particular viewpoint. This can change the perception of the issue among the readers.