Companies and leaders can gain media attention by developing a story that speaks to the direction of their industry, rather than their own company. Editors see such executives as thought leaders and the approach can help rally employees to the company’s vision.

Boulder firm Catapult PR has used a strategic narrative approach with high tech companies to great effect to refine messaging and marketing. “Traditional positioning is too often inward, self-centered,” explains Guy Murrel, Catapult co-founder.

Strategiv Narrative Image

“Companies don’t define where they are in a market space. The opportunity is that organizations can define existing or new categories as a way to establish a market-leading position for themselves.

The category story becomes the basis of a corporate narrative that engages influences.

The strategic narrative and messaging:

  • Define an overall landscape and trends
  • Are focused on an industry or category
  • Offer a vision for the future


  1. Add context to megatrends
  2. Have a point of view about what is happening in your industry
  3. Define and honor the category, which can help gloss over where your company is deficient
  4. Shape a better world – where you see the industry in 3-5 years
  5. Define your company’s role in terms of goals and action
  6. Be inclusive; don’t define the narrative only for your company.