Robert Krulwich, speaking at the Caltech Commencement, issues a cri de coeur for the importance of stories, even (especially!) when speaking about science:
Because talking about science, telling science stories to regular folks like me and your parents, is not a trivial thing. Scientists need to tell stories to non-scientists because science stories have to compete with other stories about how the universe works and how it came to be….and some of those other stories, bible stories, movie stories, myths, can be very beautiful and very compelling. But to protect science and scientists – and this is not a gentle competition – you’ve got to get in there and tell yours.
As far as I’m concerned, the best kind of “framing” is really just a good narrative.