Abstract
In today's democratic society, whether politicians or business leaders need an effective policy marketing strategy powerful tool to persuade their followers to do. The concept of framing is that the leader motivates followers to achieve the set goal through making emphasize some communication or promotional content, and guide the people to focus on a particular viewing angle. The approach of scenario planning provides a variety of possible future scenarios to expand the frames of reference, and take more broad and liberal thinking way to have consensus-building. The process of scenario planning approach as the framing tool is to design some possible future scenarios, develop common language, and therefore reaching a consensus within the organization. This article also serves several cases,which is related to scenario planning as the framing tool. Including Shell coping with the oil crisis successfully with using scenarios; the role of Icarus scenario in the democratization in South Africa; the scenarios about students occupied Legislative Yuan, the scenarios related to government's housing policy; and analyzing records of the 9th national science and technology conference.