Operating in the politically contentious and ideologically polarised domain of criminal justice presents substantial challenges for the penal reform network. Those pursuing ‘public conversations’ must develop strong rhetoric to make their causes salient and of interest to both the public and policymakers. The fact that penal reform is widely considered by journalists as having minimal readership appeal is indicative of the main issue campaigners face. Those seeking to influence policy reform for women are faced with a further barrier, in that social attitudes to male and female offenders differ. What language best, then, for campaigners seeking to influence government policy for women within this climate? Situated within the constructionist paradigm for social problems research, this article seeks to understand the different approaches and strategies – the ‘messaging structures’ or ‘frames’ – used by campaigners to influence politicians, the media and the public. Based on empirical data gathered from interviews with over thirty elite ‘network’ actors, it will also discuss journalists’ attitudes towards penal reform and their opinions on women in crime news.