"Just the key word or phrase. PR puts the frame and the reporters paint in it."
I shrugged. "That's a bit condescending, if you ask me."
"Look, I did my thesis on this. There are loads of historical examples." She drank and put down her glass with a smart clack on the agate coaster. "The Kennedy assassination, for example. Kennedy slumped against Jackie. Bullshit. He didn't slump, he jerked back--probably from a bullet hitting him, but we'll never know for sure. But 'slumped' is the word everyone remembers. You can even find 'slumped' in history textbooks. And then there's the classic: 9-11. C'mon, Sam: what's the frame there?"
I was still trying to take all this in. "No" no idea."
"Yes, you do. C'mon: when you think of the Twin Towers and 9-11, what's the first word that comes to mind?"
"I don't know" "Collapse'?"