When corporate communication professionals (or their PR agency) propose a particular story (e.g. in the form of a press release) to a journalist, they engage in two separate but related processes. First, they are soliciting interest in the story. Second, they are making sure that the story is framed in a way that is consistent with the organization’s preferred framing (i.e. how the organization would like that story to be told). The secret is in the framing.