In the confrontation between Message vs Narrative, for years corporate communication has largely been approached through the lens of messaging. Define the key message. Craft a clear statement. Repeat it consistently. This logic still matters. But it is no longer...

Until recently, building an attractive narrative strategy was mainly viewed as a way to generate immediate media visibility. In press relations, a strong angle, a clear story and a readable issue were what made a journalist pay attention. With the rise of generative...