Narrative Control
The Narrative Control Framework
Public narratives rarely emerge by accident.
They form through interpretation, stakeholder interests and media dynamics.
The Narrative Control Framework is the analytical model developed by Mutalib Uthman to understand how public narratives form and how organisations respond when communication becomes high-stakes.
1. Situation
Understanding what is actually happening behind the issue.
2. Narrative Formation
How media, stakeholders and public interpretation begin shaping the story.
3. Strategic Direction
Deciding how communication should move before narratives solidify.
4. Narrative Stabilisation
Ensuring communication actions reinforce the intended direction.