Strategic Narrative & The Covid-19 Crisis

Love this short LinkedIn post from Andy Raskin, which I entirely report here below.


The crisis is helping me understand what “strategic narrative” is.

I guess because I write about messaging, I’ve gotten requests from online panels and podcasts to share advice on communicating during this time.

But I’ve said no because strategic narrative isn’t really applicable to this. Strategic narrative is a framework for top-down communication over the long term. What most teams need right now is tactical advice for playing a new game that is not yet nameable. They need help making decisions in the *absence* of a narrative.

What most teams need right now is tactical advice for playing a new game that is not yet nameable.

Randy Raskin

To be sure, there will be many new narratives that come out of this, and I hope I’ll be able to help leadership teams articulate them in a strategic way. But the best people to speak right now about what to do are probably those versed in crisis PR, and those on the front lines figuring out, daily, what works.

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