This session, led by John Bianchi of Goodman Media International, provided an in-depth continuation of the framing and messaging workshop introduced during the Tuesday morning plenary session. It addressed in more detail how to reduce a complex topic to simple, compelling language for specialized or general audiences, and how messaging varies with the media used. It accomplished these goals in part via a review of case studies. The session focused special attention on several issues that are currently topics of public debate such as ART, gene patenting, synthetic biology, or others.