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THE EDELMAN MASTER NARRATIVE

“THE MOST IMPORTANT STORY YOU HAVE TO TELL”

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Lead the Dialogue: The Master Narrative

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People have always communicated through stories. Companies, however, continue to focus on key

messages as their primary communication vehicles. Today’s stakeholders are becoming

suspicious of corporate messages that are increasingly generic and poor at capturing imagination

or inspiring action.

By contrast, a well crafted narrative helps a company stand out in a cluttered environment and

encourages stakeholders to care about the outcome. Even an unfinished story acts as a force for

dialogue with stakeholders and brings audiences along on your journey.

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Relevant in Japan?

IN JAPAN, MAJORITY NEEDS TO HEAR COMPANY INFORMATION MORE THAN 3 TIMES

TO BELIEVE MESSAGES

2% ONCE (1)

10% TWICE (2)

89% MORE THAN THREE TIMES

(GLOBAL: 82%)

15% TEN OR MORE TIMES (10+)

1% SIX TO NINE TIMES (6-9)

27% FOUR OR FIVE TIMES (4-5)

46% THREE TIMES (3)

Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed

to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in Japan (excludes

Don’t Know Responses)

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What is a Master Narrative?

• The master narrative is YOUR STORY – who you are, what makes you

different, why that’s important.

• It is based on evidence, facts, and measurable results – but it’s told in

HUMAN TERMS.

• It's a key tool for BUILDING CONSENSUS for an organization that has

many moving parts.

• It’s an efficiency engine that makes everything you say work

harder…because all the instruments are PLAYING THE SAME TUNE.

THE MASTER NARRATIVE IS THE MOST IMPORTANT STORY YOU HAVE TO TELL

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Why a Narrative?

• People don’t remember facts; they remember stories.

• Stories and metaphors help people grasp complicated

issues.

• Storytelling is the most convincing way to make a

point; people see themselves in stories.

• A story isn’t static; it continues and begins a dialogue.

Answers three fundamental questions:

1. What do you stand for?

2. How are you different?

3. Why does that matter?

CAPTURES WHAT YOU ARE DOING, WHERE YOU ARE GOING, WHAT YOU VALUE, AND WHY

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How Do You Tell Your Story?

BACKSTORY

• How does your past shape what you are today?

COMPLICATIONS

• What obstacles stand in the way of your

success?

STAKES

• What’s at risk, for all of us, if you fail? Why do

you MATTER?

PROMISE

• What are you DOING about it? What do you

have to deliver to make your strategy succeed?

PAYOFF

• What’s in it for me? How do you convert your

activities into BENEFITS

GETTING THE RIGHT STORY AND CONTEXT TO STAND OUT

No

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Master Narrative Structure

Media

Storylines

Multi-Channel

Content

Message Architecture

catchphrase, examples,

statistics, anecdotes,

analogies, stories

Message Silo catchphrase, examples,

statistics, anecdotes,

analogies, stories

Message Silo catchphrase,

examples, statistics,

anecdotes, analogies,

stories

Message Silo

Master Narrative

Elevator Pitch Core Speech Paragraphs

A 30 second oral narrative

covering the most

compelling element of your

story.

Message platforms

supported by proof points

– the “reasons to believe”

in a company’s story –

organized as a quick

reference guide.

A series of story headlines

that use the Master

Narrative for media

outreach

A one-page narrative that

provides depth and

dimension to your current

defining story. Provides

template paragraphs that

can be dropped in to

speeches as needed.

Master Narrative

leveraged in multi-media

content (audio, video and

images) for use across all

external and internal

corporate communication

NARRATIVE PACKAGE CONTAINS MESSAGING TOOLS NEEDED TO ENGAGE TARGET

AUDIENCES AND ENCOURAGE ACTION

No

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Review of existing

communications

materials

Narrative Development

Review research findings and interviews.

Develop first draft

Narrative Refinement

Present Narrative to client and

refine based on feedback

1 Discovery 2 Discourse Development

Desktop research covering media

and other

stakeholder perceptions

Master Narrative

Workshop /

Interviews with

client

Present research

and work through

the five

communication

bridges

The Master Narrative Process

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Developing the Master Narrative

Development (E&J)

• Elevator Pitch

• Core Speech Paragraphs

• Message Architecture

• Media Storylines

Finalization

• Drafts submitted for client

review

• Redrafts after feedback

• Finalization

• Approval from top

management

1 Research &

Information

Gathering

2 Analysis &

Alignment 3 Development &

Finalization

Research

• Media Audit

• Industry Audit

• Competitor Audit

Interviews

• Leaders

• External Stakeholders

• Keyword

Analysis

• Message

Mapping

• International

and Japanese

Message

Alignment

• Initial Narrative

Structure

Presentation

Submitted

• Working group

to confirm

direction

Internalization

• Internalization

Workshops with

Executives and

Others as

Needed

Reflect into:

• PR Materials

• Marketing

Materials

• Website

• Internal

Communication

4

Internalization &

Usage

No

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Migrated across All Communication Channels

Master Narrative

Marketing Materials

Company Website

Internal Comns

Boilerplate

Media Pitching

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Bringing the Master Narrative to Life

APPROVED MASTER NARRATIVE APPLIED TO:

• Communications materials (off-line and on-line)

• New and evolving marketing materials

• Press release boilerplate

• Media pitches

• Thought leadership, industry relations, public affairs

• Employee engagement and change management

• Kick-off meetings / training with managers

• Media training

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Messaging Workshop

FINALIZE AND PERMEATE MASTER NARRATIVE ACROSS YOUR ORGANIZATION WITH

HALF- OR FULL-DAY INTERACTIVE MESSAGING WORKSHOP

• Objective

– Garner feedback on Master Narrative from

employees

– Internalize Master Narrative through interactive

exercises

• Process

– Present Master Narrative to participants

– Dissect into manageable chunks and ask for

feedback

– Conduct exercises on how to use the messaging

in their everyday work

– Each group is to presents its theme, objective,

and how it made use of the key messages

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THE EDELMAN MASTER NARRATIVE

“The most important story you have to tell”

Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved.

All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).

Thank You.

Edelman Japan KK

7th Floor, Toranomon Kotohira Tower

1-2-8 Toranomon, Minato-ku,

Tokyo 105-0001

Tel: +81 (3) 6858-7711

Fax: +81 (3) 6858-7712

www.edelman.jp

japan@edelman.com