Everything is a Story: Why Some Narratives Break Through, and Others Don’t
Everything is a story.
Whether you are working with thousands of data points, a policy submission, or a single program announcement, it all eventually leads to the same question: Why does this matter? More specifically, why does this matter to my organization, to government decision-makers, and most importantly, to the public?
That is the question communicators should be asking themselves constantly. Not at the end of a process, but at the very beginning.
It is natural to be deeply invested in your work. Organizations and advocates are passionate because they live their issues every day. But passion alone does not translate into attention. The real challenge is not caring about the story, but making journalists, governments, and the public care about it too.
That is where storytelling becomes essential.
Relevance Is Not Assumed, It Is Earned
In 2026, the challenge is no longer finding ways to communicate; it is finding ways to hold attention. Audiences are navigating an endless stream of content, while media outlets are under pressure to do more with fewer resources. As competition for earned media intensifies, relevance matters more than ever.
Too often, organizations begin with what they want to say rather than why someone else should care. They assume importance will be self-evident, especially when supported by data, expertise, or lived experience. But information alone does not create engagement.
Storytelling is the bridge between expertise and understanding. It connects data to lived reality. It takes what matters deeply inside an organization and makes it matter externally.
At its core, effective storytelling answers three simple questions:
What is happening?
Why does it matter now?
Why should someone else care?
How People Actually Consume Stories Today
People do not read carefully before deciding whether something is worth their time. They skim, decide quickly, and move on just as fast.
The average human attention span in 2000 was 12 seconds, in 2025 it was 8.25 seconds. This shift has fundamentally changed how people consume information and engage with media. This does not mean audiences are uninterested in complex issues. It means those issues must be communicated clearly and with impact from the outset.
When reviewing your advocacy points and communications, ask yourself:
Would I keep reading this if I didn’t already care?
Is the relevance clear within the first few lines?
Does this flow, or does it feel like it was written for insiders?
The most effective stories are not the ones that explain everything. They are the ones that make people want to know more.
Understanding the Audience Changes The Story
One of the most common challenges in public affairs is assuming all audiences consume information the same way. They do not.
Journalists are looking for clarity, relevance, and a compelling angle. Policymakers and government officials are focused on outcomes, impacts, and solutions. The public is asking a simpler question: how does this affect me or my community?
Strong storytelling starts with understanding who you are speaking to and shaping the narrative accordingly. This does not mean changing the facts, it means framing them in a way that aligns with the audience’s reality.
When working through hundreds of data points or multiple advocacy priorities, ask yourself:
If I knew nothing about this subject, what would resonate with me the most?
What is the clearest takeaway or most compelling insight?
What would matter most to decision-makers?
What This Means for Organizations
At Impact Public Affairs, we work with organizations that have no shortage of important issues affecting their business, members, or communities. Our value lies in helping clients translate complex policy, business, and advocacy challenges into messages that are relevant, clear, and actionable.
In a crowded communications environment, influence does not come from saying more, it comes from saying the right thing, in the right way, at the right time.
Whether you need a government relations strategy that opens doors with ministries and decision-makers, a press conference that generates meaningful media coverage, or a communications plan that shapes public understanding over time and builds your personal brand, Impact Public Affairs delivers.
Looking to strengthen your public affairs approach? Get in touch: info@impactcanada.com
Sydney Robinson
Communications Associate