The Public Narrative Framework and Project-based Storytelling

Yuval Noah Harari argued that stories underpin all large-scale human collaboration, be it nations, corporations, or religions. These shared myths and narratives grant power and facilitate culture-building. One methodology that has increasingly caught our attention is the Public Narrative Framework. If you're striving to make your strategic communications more effective or seeking a solid foundation for project development that motivates team members, partners, and stakeholders alike, this post is for you!

What is the Public Narrative Framework?

The Public Narrative Framework isn't just a storytelling tool. It’s a structured approach to move an audience to action through shared values. Developed at Harvard University by Marshall Ganz, the Public Narrative Framework is structured around three core components:

1. Story of Self: This is your story. What motivates you? What challenges have you faced, and how did you overcome them? Sharing personal anecdotes and experiences helps your audience relate to you.

2. Story of Us: This emphasizes community. How does your personal story resonate with larger, collective experiences? Here, you are linking your personal journey with that of your audience, fostering a sense of belonging.

3. Story of Now: This is the call to action. Given your collective identity and shared challenges, what urgent action needs to be taken now?

How can Base6 clients benefit?

1. Enhancing Strategic Communications

• Relatability: Personal stories establish an emotional connection with your audience. By weaving your organization's narrative through the 'Story of Self', you can engage stakeholders at an emotional level, making your messages more memorable.

• Building Community: 'Story of Us' helps in bridging gaps between departments, teams, or even diverse stakeholders. It reminds everyone that they're part of a bigger picture, united by shared experiences and goals.

• Prompting Action: Through the 'Story of Now', companies can highlight the urgency of their message or campaign, prompting stakeholders to act promptly.

2. Crafting a Solid Project Framework

• Establishing the Why: Before a project begins, the Public Narrative Framework can help teams understand the reason behind the project. The 'Story of Self' can reflect the origin or the reason the project was conceptualized.

• Uniting Teams: Diverse teams come together for projects, each bringing their own experiences and expectations. By emphasizing the 'Story of Us', the collective purpose and shared journey become the focal points.

• Setting the Pace: By incorporating the 'Story of Now', you can set the urgency and immediate goals of the project, ensuring everyone is aligned and aware of the immediate objectives.

Bringing Along Everyone on the Journey

Communication isn't just about transferring information; it's about motivation, alignment, and action. The Public Narrative Framework is especially potent in this aspect:

• Team Members: They feel valued when they recognize their role in the bigger narrative. They understand their contribution and are motivated to play their part effectively.

• Partners: They become true collaborators, recognizing the shared journey and goals. Instead of mere transactional relationships, they become part of the overarching story.

• Stakeholders: By being part of the 'Story of Us' and realizing the urgency in the 'Story of Now', stakeholders become active participants, investing not just capital but also trust and belief in the vision.

Conclusion

The power of a well-told narrative cannot be overstated. As we delve into the intricacies of strategic communication and project management, the Public Narrative Framework emerges as an essential tool. It brings a human touch, a sense of urgency, and a collective identity to what might otherwise be sterile, impersonal communication.

At Base6, we are equipped to guide our clients in harnessing this framework, ensuring that their communications are not just heard, but deeply felt, understood, and acted upon. Let's embark on this narrative journey together!