"You win by using your own frame. If you are asked, "Are you in favor of tax relief?" while being interviewed on Fox News, don't reinforce their frame in your response. You instead say, "I'm in favor of having the public jointly get together an provide public education and health."
https://www.theguardian.com/sustainable-business/george-lakoff-green-marketing
https://www.theguardian.com/sustainable-business/george-lakoff-green-marketing