The Challenge of Controlling the Narrative

What happens when a government policy intended to benefit millions is misunderstood by the public due to a single miscommunication? How does a multinational corporation recover when a misstep in its messaging leads to a loss of investor confidence? These scenarios highlight the immense challenge that large organisations face in controlling their narrative. It’s not just about managing information; it’s about shaping perception and maintaining trust.

Aligning the Narrative with Strategic Objectives

This narrative should align with the organisation’s priorities, strategic direction, and milestones demonstrating progress. It’s about creating momentum and delivering consistent updates that reflect the journey towards achieving set goals. Organisations must ensure that their communications reflect strategic thinking to effectively align the narrative, clearly articulating how each announcement or action supports long-term objectives and showcases measurable progress.

For example, suppose you want to demonstrate strong delivery. In that case, you need to focus on how you do that effectively through the narrative you articulate, the context in which you present it, and the consistency in your approach. This includes other elements that can reinforce the points on delivery, such as the images used, the data presented, and supporting third-party endorsements.

Controlling the narrative ensures that you remain the primary source of information and authority in your field, preventing competitors from setting the agenda and shaping public perception in a way that could be detrimental to your organisation.

The Immense Scale of the Challenge

At scale, these activities can number in the hundreds each week. The challenge of maintaining a consistent narrative and avoiding slip-ups is immense. High-profile organisations face significant media scrutiny due to high public interest. A misstep can lead to misunderstandings, misrepresentations, and disruption of the intended narrative.

For governments, this can cause flagship policies to be perceived as failing, raise questions about their viability, and signal a need for reform or abandonment. For citizens, it can lead to loss of confidence, confusion, and lack of clarity regarding policy intentions. For businesses, it can lead to decreased confidence and paused or dropped investments, and for multinationals, it can damage their reputation, impact investor confidence, and cause share prices to tumble.

Importance of Strategic Communication

Therefore, it is crucial for these organisations to carefully consider what they do, when they do it, and how they communicate their actions to ensure positive outcomes, coherence, and clarity of understanding. As a result, reputation can either grow or diminish.

For six years, I worked in the Prime Minister’s Office in the UK, focusing solely on this challenge. I led the Government’s strategic news grid, the central coordination tool for government announcements, document publications, ministerial speeches, and visits. This grid also factored in other events such as statistics releases, parliamentary business, and significant external events requiring government responses. The aim was simple yet significantly challenging: to deliver consistent, coherent messaging week after week using the right announcements, publication of documents, and speeches as vehicles to carry the narrative.

Managing Complexity and Ensuring Alignment

During my time there, I developed a deep understanding of the complexities of managing such a vast and varied flow of information. Each piece of communication had to be meticulously planned and executed to ensure it aligned with the broader strategic objectives of the government. This involved close collaboration with various departments, understanding the nuances of each policy area, and anticipating potential media reactions and public perceptions.

One key lesson from this experience was the importance of foresight and adaptability. It was crucial to not only have a clear plan but also to be prepared for unforeseen events that could disrupt the narrative. Crisis management skills were essential, as we often had to pivot quickly in response to breaking news or unexpected developments. In these moments, sound judgment was vital to determine whether to stay the course or adjust the plans accordingly, each decision carrying its own set of consequences, especially if the wrong judgment was made.

Leading and Aligning the Team

Another critical aspect is the importance of taking the team with you. In a large organisation, aligning numerous people to deliver the intended message is crucial. Effective internal communication and leadership are necessary to ensure everyone understands and supports the strategic narrative.

Having the right systems to cascade information and provide strategic direction is essential for maintaining alignment and coherence. To achieve this, organisations must foster a culture of collaboration, where strategic goals are clearly communicated and understood at all levels, ensuring that everyone is working towards the same objectives.

Conclusion: The Complexity and Significance of Narrative Control

Controlling the narrative of a large organisation is a complex and demanding responsibility. It requires a combination of strategic planning, adaptability, effective teamwork, and sound judgment. My time in the Prime Minister’s Office provided invaluable insights and skills that continue to inform my approach to strategic communications today. By applying these principles, organisations can navigate the complexities of modern communication landscapes and build resilient, trustworthy reputations.

To achieve effective narrative control, organisations need to have a clear strategy with a compelling narrative that is strategically delivered and communicated. They must ensure all messaging aligns with their long-term objectives and reflects their core values, supported by consistent delivery and reinforced through strategic use of images, data, and endorsements. By doing so, they can maintain control of the narrative, protect their reputation, and foster trust with their stakeholders.

About Robin:

Robin is the Founding Partner of Manara Global , a strategic communication agency based in Abu Dhabi and Dubai in the UAE serving government, business, and other organisations to excel in their communications to deliver value and impact.