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Comms

Your job is that people hear it, understand it, and feel moved to act. You work in narrative, framing, and audience — the story the campaign tells and who it’s told to. The action itself lives in the Tactician path.

Start here

  1. Public narrative — the story-of-self / us / now structure for motivating action.
  2. Framing and narrative — choose the frame that carries your message instead of your opponent’s.
  3. Audience segmentation — stop talking to “everyone”; talk to the people you can actually move.
  4. Targeting and messaging — match the message to the audience and the moment.
  5. Media advocacy — use coverage itself as the lever on decision-makers.

Core path

Know who you’re moving, frame the ask in their values, build the narrative, and choose the channels that reach them. The index below collects the narrative, framing, and media pages.

Adjacent modes

  • Strategist — when the message has to serve a theory of change.
  • Tactician — when the story needs an action to carry it.
  • Coalition — when many organisations must stay on one message.

When you’re stuck

If the message isn’t landing, it’s usually the frame or the audience, not the wording: you may be arguing on your opponent’s frame (→ framing and narrative) or speaking to people who were never movable (→ spectrum of allies).

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