You will rarely see our name. You have almost certainly seen our work.

That line is on the front of our website, and I want to start by telling you what it means, because it is the closest thing we have to a mission.

I am Andrew Moore. I founded Narrative after years inside some of the largest communications and public affairs shops in Washington, as well as working in the opposition research/campaign and digital advocacy worlds. One things I've learned is that clients resent paying for a senior pitch and getting a junior team, buying access that never turns into an outcome, and reading a monthly report that counts activity instead of movement.

Narrative exists because, in the midst of the pandemic, I thought there was a better way to do this work, and I wanted to prove it. Here is the better way.

The story that changes a mind never has Narrative's fingerprints on it. It has the client's name on the byline, the reporter's name on the piece, the coalition's name on the letter, the member's name on the bill. Our job is to make those things happen and then get out of the frame.

That is why most of what we do is invisible. You may see a shift in how a beat reporter frames an issue. A hearing question that lands because someone did the research three weeks earlier. A crisis that never becomes a crisis because the first forty-eight hours were handled. An obscure cause that used to beg for a fair hearing and now has an audience of its own. You won't see it in a press release, but behind the scenes, that's the game.

Sometimes our work reaches the surface. If you have followed Russia's aggression against Ukraine this year, or watched a supposedly settled coalition split over foreign policy in the pages of The Washington Post, The New York Times, and the Associated Press, you have seen some of what we do. We are proud to work with clients seeking to make a difference in the world. Afterall, that's why I came to Washington in the first place, and I'm not the only one.

What I will say is why I do it.

I believe that in a fragmented press environment amidst saturated feeds, the organizations that win are not always the ones with the best relationships. They are the ones who understand how a decision actually gets made, who build their own table instead of waiting for an invitation, and who are honest enough to measure whether any of it worked.

Most firms sell relationships. We sell results. Every engagement we take reports against what it set out to move, and if we do not think we can move it, we don't do it.

This blog is where I will show my work, at least the parts I can.

Roughly twice a month you will get one post from me. Some will explain the mechanics most never see. Some will take apart a moment in the news and show what a communicator did well or badly. Some will share what we are learning in our own work on earned media, counter-disinformation, owned audiences, and advocacy that actually moves policy. And once in a while I will just tell a story, because that's how our brains make sense of information.

If you are up against something and want to know whether it can be moved, reach out. You will get me on the phone. I will tell you whether we can move it, what it would take, and, if we are not the right fit, who is.

You may never see our name. I would rather you see the result.

Andrew Moore
Founder, Narrative