I saw Lynn Davies present this at the Kansas Poverty conference last week. Seems really appropriate to all the discussion on health care messaging going on. http://frameworksinstitute.org...urces/pdf/CMH_MM.pdf
There's a national conference on health care messaging coming soon. Aug 23-25 in Atlanta. http://www.cdc.gov/nchcmm/
This is a field with much science behind it but also many people just say "what they want to say" instead of trying to do the research to "say what works." This might help people learn how to say what works.