Cool. Sometimes people use “meta-narrative” for that kind of thing if I am understanding your point correctly. Like the overarching message-focused story of an organization. But, sure, use narrative, as long as people understand what you mean, all cool.
Yeah, your observation is on point—most of the time people (audiences) do not actually “track” about an organization. But that doesn’t mean it does not matter—on the contrary. The narrative is generally absorbed subconsciously, by being exposed to multiple stories from the organization.
I’d say the mission statement is something else than the narrative and more of a part of the strategic-domain than communications-domain. But definitely, the mission informs communications.
On your last point, I’d not say “less coherent” but maybe “vaguer”. If you are trying to control a narrative, I wouldn’t say it is not coherent. It is hard to control, yes. But I am not sure if it lacks coherency. But I think, both strategy and narrative are hard to understand when you are looking outside-in but feels more coherent from inside-out.
Cool. Sometimes people use “meta-narrative” for that kind of thing if I am understanding your point correctly. Like the overarching message-focused story of an organization. But, sure, use narrative, as long as people understand what you mean, all cool.
Yeah, your observation is on point—most of the time people (audiences) do not actually “track” about an organization. But that doesn’t mean it does not matter—on the contrary. The narrative is generally absorbed subconsciously, by being exposed to multiple stories from the organization.
I’d say the mission statement is something else than the narrative and more of a part of the strategic-domain than communications-domain. But definitely, the mission informs communications.
On your last point, I’d not say “less coherent” but maybe “vaguer”. If you are trying to control a narrative, I wouldn’t say it is not coherent. It is hard to control, yes. But I am not sure if it lacks coherency. But I think, both strategy and narrative are hard to understand when you are looking outside-in but feels more coherent from inside-out.