Ron Rosenbaum’s Slate article “Worst Framing Device Ever,” argues that Obama’s health care reform was undermined by the vague phrase “public option,” which in his opinion damaged the cause more than the incendiary rival phrase “death panels.”  While polls have been showing Americans either evenly divided or opposed to Obama’s overall health care plan, a Times/CBS poll in which the plan was described not with the words “public option” but as “a government administered health insurance plan—something like the Medicare coverage that people 65 and older can buy,” nearly two-thirds of those polled supported it.

I don’t know whether the phrase “public option” single-handedly derailed Obama’s health care reform, but I do think Rosenbaum is right when he says, “If you’re gonna try to sell me something, take some time to think about what you’re calling it.”

In over ten years as a communication consultant, I’ve helped many clients craft messages that persuade, so I understand the power of words and the difference they make to the receptivity of the target audience.  No matter what you are communicating, it’s important to focus on describing the benefits to the audience. Too often people focus on the features of a given product, service, or program, without spelling out clearly how those features will benefit those you want to buy or use it. The Obama team might want to take note. “Public option” refers to a feature of the plan, whereas Rosenbaum’s suggested “government health care safety net” at least alludes to a benefit. Maybe that would indeed have fared better when stacked up against “death panels.”

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