• You can communicate your message in three ways: in the language of policy, of values, and of personal commitment.
• Policy is cold and the conveying of information. Principle and personality are warm and relational.
• A politician who creates a frame always does so on the basis of one of the three Ps.
• Reframing means that you develop a message based on one of the other Ps. This brings opponents out of their comfort zone.
• If you know that this is a pattern, then it is always a good idea to make sure you can communicate your message from the perspective of each of the three Ps. This will prevent you from facing any unexpected surprises.

Culture matters when it comes to framing, and that certainly applies to the third P: personality. In some political cultures, politicians will show more – and in other cultures, less – of their personal commitment.