Jessica Sharp 
Turn on the news, open the paper, or scroll your social feed of choice and you’ll see seemingly endless examples of organizations that have lost control of their narrative. From Boeing’s delayed response to the Lion Air disaster, to Meta’s failure to respond quickly to internal warnings around Instagram’s harm to teens, even the Royal Family’s communications flub of Kate Middleton’s cancer diagnosis – all scrambling to get their image and the public’s perception of them back in line.
What is Narrative?
Narrative is the “story” that an organization tells its publics through statements and actions over time. Narrative is built over months, years, and decades, not within a day or two.
The importance of narrative management for organizations cannot be overstated. Particularly in times of crisis, the ability to control the story becomes paramount. However, what’s often overlooked is the necessity of working on one’s narrative well before a crisis strikes.
A Cautionary Tale: OpenAI’s Leadership Crisis
OpenAI’s handling of Sam Altman’s abrupt firing in November 2023 offers a compelling case study in poor crisis management. The company’s decision to announce the CEO’s termination on a Friday afternoon, without a clear succession plan or explanation, led to a public relations disaster.
Throughout the crisis, OpenAI failed to prepare for the inevitable backlash, communicated inconsistently, and provided no immediate follow-up to address mounting concerns. This lack of proactive narrative management allowed speculation and criticism to run rampant, severely damaging the company’s reputation.
By the time OpenAI attempted to regain control of the narrative, the damage had been done. The newly appointed CEO later admitted that the process had not been handled smoothly, further highlighting the company’s missteps in crisis communication.
This scenario serves as a cautionary tale, underscoring the importance of proactive narrative management long before a crisis unfolds. Here’s why organizations should prioritize this preemptive approach:
Benefits of Proactive Narrative Management
- Building Resilience and Preparedness: Just as organizations invest in contingency plans for other aspects of operations, they must develop proactive narrative management strategies. By anticipating potential crises and crafting preemptive communication plans, organizations can respond swiftly and decisively when faced with challenges.
- Establishing Trust and Credibility: Consistent and transparent communication forms the foundation of trust between organizations and their stakeholders. By actively engaging with their audiences and shaping their narrative over time, organizations can foster goodwill and credibility, which becomes invaluable during times of crisis.
- Staying Ahead of the Curve: In today’s interconnected world, news travels fast, and public opinion can shift rapidly. Organizations that neglect to manage their narrative proactively risk falling behind and losing control of the conversation. By staying ahead of emerging issues and trends, organizations can position themselves as leaders rather than followers in the narrative landscape.
- Demonstrating Leadership and Responsibility: Proactive narrative management is not just about protecting reputation; it’s also about demonstrating leadership and responsibility. Organizations that take ownership of their narrative and communicate with authenticity and empathy inspire confidence and respect from their stakeholders.
Success Stories in Narrative Management
There are many examples of organizations that have benefited from a proactive approach to narrative management. Take Starbucks, which has consistently prioritized social responsibility and ethical sourcing practices. By proactively communicating its values and initiatives, Starbucks has built a loyal customer base and weathered crises such as the 2018 incident in Philadelphia involving the arrest of two black men at one of its stores.
Another example is the outdoor apparel company Patagonia, which has built a narrative around environmental activism and corporate responsibility. This narrative has resonated with environmentally conscious consumers, who view the company as a trusted ally in the fight against climate change. When the company faced backlash for its decision to sue the Trump administration over the reduction of protected lands in Utah, its established narrative as a champion of environmental causes helped it weather the controversy and maintain support from its loyal customer base.
Proactive narrative management is not just a crisis management tool; it’s a strategic imperative for organizations seeking to thrive in an unpredictable world. By investing in building and shaping their narrative well before a crisis hits, organizations can cultivate resilience, earn trust, and lead with authenticity and integrity. As the adage goes, the best time to plant a tree was twenty years ago; the second best time is now. Similarly, the best time to manage your narrative was before a crisis; the second best time is today.
If you’re looking for help building your organization’s narrative, we’re here for you.
Posted In Crisis Communications