A Communications Toolkit
Vision, Values, and Voice: A Communications Toolkit
A practical guide from The Opportunity Agenda for values based messaging and narrative strategy. It centers the Value Problem Solution Action structure and includes issue flashcards, media how tos, and planning checklists.
Summary
This toolkit helps campaigns and organizations create clear, persuasive messages that mobilize supporters and invite persuadables. It pairs strategy basics (goals, audience, research) with framing guidance that leads with shared values and connects personal stories to systemic solutions.
Why it matters
- Shared values open the door for broad coalitions and reduce defensive reactions.
- VPSA keeps communications disciplined across teams and channels.
- Repeatable structures make rapid response faster and more consistent.
What to do
- Open the toolkit and skim Strategy and Framing to align goals and audiences.
- Draft a message using VPSA. Start with a shared value, define the problem, name a solution, and end with a clear action.
- Adapt the provided media templates for op eds, letters to the editor, and spokespeople.
- Use the issue flashcards when preparing remarks, social posts, or rapid response.
Key sections in the toolkit
- Strategy and research
- Framing and narrative
- Opportunity Story and VPSA
- Media outreach and spokespeople
- Working with creatives and storytellers
Full links provided for transparency
https://opportunityagenda.org/our-tools/communications-toolkit/
https://opportunityagenda.org/wp-content/uploads/2022/12/2019.05.06-Toolkit-Without-Comic-Book.pdf
https://opportunityagenda.org/our-tools/vpsa/
Updates
Last updated: September 15, 2025
