Crafting a Strong Public Narrative That Actually Connects

As a PIO, you’ll hear a lot about “narratives”—and for good reason. A narrative isn’t just a buzzword. It’s a shared story that connects your values, actions, and goals in a way people understand and remember.

Public narratives are especially powerful when you’re introducing your agency or cause to a wider audience. They give people a reason to care, help you align with community values, and offer a structure for every message you put out—from daily updates to crisis communication.

Let’s break down how to build narratives that actually work and look at one real-world example that nailed it.

Real-Life Example: Storytelling in a Crisis

Hurricane Harvey (2017 – Houston, TX)

After Hurricane Harvey, City of Houston PIOs didn’t just push out information—they told a story. The core message was neighbors helping neighbors. It was about more than damage reports. They highlighted everyday people rescuing strangers, organizing food drives, and opening their homes.

That narrative of resilience and unity drew national attention and inspired a flood of volunteers and donations. It worked because it was honest, hopeful, and rooted in shared values.

When you focus on real people in real situations, your messages resonate and your audience responds.

What Makes a Narrative Compelling?

You don’t need to be a novelist. But you do need structure, clarity, and heart.

Start with a beginning, middle, and end. Set the scene, build tension, and offer a resolution. Even short stories should have a sense of journey and movement.

Introduce relatable people—characters your audience can connect with. That might be staff, residents, or responders. Personal stories make your message stick.

Use descriptive language and detail to bring your story to life. Think about what people can see, hear, or feel. Show, don’t just tell.

Tap into emotion, but do it authentically. Highlight what’s at stake and why it matters. Reflect shared values to build empathy and trust.

Best Practices for Public-Sector Storytelling

Stay consistent. Your story should align with your agency’s mission, tone, and values. Use visual elements where possible—photos, videos, graphics—to enhance understanding and impact. And don’t be afraid to use different formats beyond the press release.

Narratives aren’t just for speeches or annual reports. They’re one of your most powerful tools to engage the public—especially in high-stakes, high-pressure moments.

Start with the story you want to tell. Add structure, emotion, and real people. Keep it aligned with your values. And remember: the most compelling stories are the ones your audience sees themselves in.