This practical guide by Public Interest Research Center (PIRC) helps you improve your conservation messaging. This report builds and expands on the findings from another toolkit, Common Cause for Nature, and it will show that “our choice of words is just as important as any other decision we make in conservation. The guide will explain what framing is and how we can use it to create a better world for wildlife. If we communicate with an understanding of framing we are more likely to convince, motivate and inspire others to help our cause”. The Framing Nature Toolkit is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License by the Public Inter- est Research Centre. We actively encourage reproduction in all forms, by all means electronic, mechanical, recording or otherwise.