Getting the story right

Strategic
Communication

Most organisations in this space know what they do. Fewer can explain it in a way that resonates. The thinking is rigorous, and the work is technically strong. But the external story – the version funders, partners, policymakers or the public actually encounter – often hasn’t kept pace.

It shows up as a deck that takes too long to get to the point or a website that lists activities without explaining why they matter.

Positioning and Narrative

Getting clear on what an organisation or leader actually stands for, how to say it simply, and how to make it consistent across different audiences and formats. A funder conversation. A policy brief. A LinkedIn post. A media pitch. The core story should travel across all of them without needing to be rebuilt each time.

What this can look like in practice

 Positioning frameworks

A clear articulation of what an organisation stands for, how it differs from others in the space, and how that story should be told across different contexts and audiences.

 Narrative strategy

The through-line that connects different workstreams, programmes or initiatives into a coherent external story, so communications across the organisation pull in the same direction.

 Messaging architecture

A structured set of messages for different audiences – funders, partners, policymakers, and general public – that share a common foundation but are calibrated to what each audience needs to hear.

 Launch and campaign narratives

Story frameworks for new initiatives, products or programmes that need to enter a crowded space and be understood quickly by people with limited time and context.

Website and Messaging

For a lot of organisations, the website is the last thing that gets updated. The work has evolved, the thinking has sharpened, but the external face of the organisation is still saying something that was true two years ago. The result is a site that feels outdated or hard to navigate – one that describes activity without clearly communicating value. Website and messaging work closes that gap, so the right people arrive, understand immediately what you stand for, and know whether you’re who they’re looking for.

What this can look like in practice

 Website copy and messaging review

Auditing what's currently on the site, identifying where the story is unclear or underselling the work, and rewriting it so it reflects the quality of what's behind it.

 Full website messaging and copy

Building the narrative architecture and writing all copy for a new or rebuilt site.

 Value proposition development

Getting clear on what makes the organisation distinct, what it offers that others don't, and how to say that simply enough that it sticks.

 Messaging guides

A reference document that keeps the story consistent across the team, so everyone introduces the organisation the same way, whether in a pitch, a proposal or a conversation.

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