Learning from Communicating a New Narrative Masterclass
How public sector leaders communicate what they do—and why it matters
In this insightful session, Alice Klein and Phoebe Kerr from the Association of Directors of Adult Social Services (ADASS) explore how public sector leaders can better communicate their impact and influence public understanding.
The presentation highlights a common challenge: the more effective public services are, the less visible they become outside of times of crisis. Through the concept of framing, the session demonstrates how leaders can deliberately shape narratives—focusing on values, context, and human stories to build clearer, more compelling messages.
Drawing on public perceptions of the NHS and social care, they introduced a practical framework for building impactful narratives, combining vision, evidence, and real-life examples to shift understanding. It also showcases the importance of local storytelling, with examples from the ADASS Care Can’t Wait campaign.
Andy Downton, Head of Media and Publications NHS Midlands and Lancashire built on this by focusing on how to present your narrative effectively, particularly in media and public-facing settings. He outlined key principles such as the rule of three, structuring messages clearly (beginning–middle–end; past–present–future), and delivering core messages:
- What’s happening and why it matters
- A clear call to action
The session also provided practical tips on prioritising key messages, handling detail, and delivering confident media interviews and presentations. It provided practical tools and insights to help organisations reframe their work, strengthen engagement, and ensure their impact is understood and valued.
Resources
ADASS - How to talk about Social Care
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