In a cluttered environment, the traditional ‘key messages’ employed by many organisations no longer effectively engage stakeholders. Increasingly, storylines are setting the agenda get media to pay attention and influencers to care. Even an unfinished story acts as a dialogue facilitator with stakeholders.
For organisations, telling stories about the journey they are on engages others.
Edelman has developed the ‘Master Narrative’ as the most important story an organisation wants to tell. It is a process that captures what a company is doing, where it is going, what it values and why. Most importantly it helps focus the kind of behavioural leadership that helps build trust in the story.
This is based on the concept that every company has a unique, compelling foundation from which all communications can flow – if coordinated. The company’s Master Narrative written in well crafted, real words not corporate speak is a distillation of what a company is and does; why it’s good at it and what others can learn from it; where the company’s going; and why.
The Master Narrative process, through a series of workshops, produces a well-founded suite of core materials - including key messages, fact sheets, Q&As, elevator speech, core speech content, media storyline etc.
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