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narrative

NAR-uh-tiv /ˈnærətɪv/

nounC1GRESATTOEFLIELTS

neutralformal

A spoken or written account of connected events; a story. In PR, it refers to the overarching story or message an organization wants to convey.

In PR, a narrative is more than just a sequence of facts; it's the interpretive framework, the 'story' that gives meaning and coherence to events, often designed to evoke specific emotions or understandings. It's about controlling the storyline.

The story behind the word. The word 'narrative' comes from the Latin 'narrativus,' meaning 'of or belonging to narration,' which itself derives from 'narrare,' 'to tell, relate, recount.' This root emphasizes the act of telling a story or giving an account.

Word relationships

story: More general; narrative implies a structured, often interpretive, account.
account: A report or description of an event or experience.
saga: A long, involved story, often heroic or epic.

facts: Individual pieces of information, often without an interpretive framework.
data: Raw, uninterpreted information.

Commonly confused with

plot: Plot refers to the sequence of events in a fictional work; narrative is broader, encompassing the telling and interpretation of events, real or fictional.

Word family

narrator (noun): a person who narrates something, especially a character who recounts the events of a novel or film
narrate (verb): to give a spoken or written account of

Collocations

dominant narrative
compelling narrative
shape the narrative
control the narrative
counter-narrative
personal narrative

Example sentences

"The candidate's team worked hard to control the media narrative surrounding his controversial policy proposals." Discussing political communication.
"The company's marketing narrative focused on its humble beginnings and commitment to sustainability." Referring to a company's brand story.

Memory hook

A 'narrative' is a 'story' that 'narrates' events in a particular way. Narrate a story

When not to use

Do not use 'narrative' as a pretentious substitute for 'story' if you simply mean a simple account of events without any deeper interpretive or strategic intent.

Fun facts

In literary theory, 'narratology' is the study of narrative structure.
Humans are natural storytellers, and narratives are fundamental to how we understand the world and our place in it.