How To Write And Control Your Narrative As A PIO

You’ve probably heard more than once that you need to control your narrative. 

It’s a phrase that is ubiquitous when it comes to media handling yet often it can be hard to truly understand what this means before you know what to do with it. 

The phrase often has negative connotations simply because of the word ‘control’, making it seem like it is a bad thing that is manipulative or deceptive. However, controlling the narrative is more about listening to what people are saying about your agency so you can improve the way you communicate with the public and engage with the media.

Every agency has a story to tell and it is important to be able to tell it in a way that you can manage effectively in terms of timing and language so you can effectively serve your audience. Good storytelling means a better chances of positive outcomes.

Essentially, it’s about telling it your way, before someone else gets to tell it in a way that may not reflect the whole picture.