Framing analysis has been a growing area of research in mass communication that deals with how the messages are 'framed' in news coverage. Past research has implied that frames are closely linked to the ideas and scripts as aid in the construction of meaning. Gamson, for example, defined frames as the focus of concern or controversy that suggests what the issue is about. He also suggests that frames may be located by identifying the central organizing idea in a news story. In this short essay we continue our exploration of the concept of framing by examining how it may be applied in public relations. A recent news event was case studied with the following research questions in mind: how a frame may be developed by the pr strategist? What is the inner structure of the frame? In terms of frame competition, how a frame may be linked with other frames available in an event? We first conducted a content analysis of the news coverage of the event, and identified major frames that have appeared. By following our earlier presumption that each frame has its own core ideas which may be perceived as the theme of the discourse, we further proposed that each frame always encounters an 'opposite' meaning that may be termed as 'anti-frame,' and these two may be generalized to a higher level to form a more abstract meaning of the 'microframe.' In the latter part of this paper, we then submitted steps that may be involved in developing a frame in a social event. For example, an attack strategy should be adopted if the frame attracts the highest degree of consensus from both the public and the media. Otherwise, more conservative tactics should be taken to absorb the opposite meaning with an aim to form the macro-frame. In the conclusion we recommended pr practitioners to conduct detailed analyses of social events in order to recognize both frames that are hospitalized and alienated. It is hypothesized in the paper that the more familiar with the situation the better chance to be successful in winning the competition of framing.