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Abstract
Numerous studies have examined how the press has framed the women's movement. This qualitative study explores how the women's movement has framed itself by analyzing news releases from the National Organization for Women (NOW). The study included more than 100 news releases posted on NOW's Web site from 1995 through 2003. Results showed that NOW used 3 frames to convey its message: NOW presented itself as vigilant and protective of women's rights, united with other advocacy organizations to promote human rights, and struggling against opponents who were unpatriotic extremists and deviant from mainstream American society. Findings suggest that public relations practitioners may use framing not only to organize ideas and define debates, but as a way to correct journalistic frames that ignore or dismiss the work of social movement organizations.
