FIVE PRINCIPLES 

1. Understand the objective

Establish the audience, purpose and strategic context before deciding what the story needs to say.

2. Research the landscape

Examine the evidence, available data, policy context and competing narratives to understand what matters and where the gaps lie.

3. Draw out expert insight

Interview executives, specialists, project leaders and other stakeholders to uncover knowledge, experience and perspectives that cannot be found in desk research alone.

4. Shape the story

Develop a clear structure and compelling narrative that connects the organisation’s objectives with the interests and needs of its audience.

5. Test, refine, learn

Interrogate claims, strengthen the evidence and refine the language until the final content is accurate, authoritative and true to the speaker or organisation’s voice.