By Camila Brango, Student in the Strategic Communication program
Earlier this semester, the Columbia University School of Professional Studies Strategic Communication program held its annual Winter Symposium, Collective Action and Movement-Building, bringing together communications professionals, scholars, and students to explore the power of narratives to shape public understanding and drive change. Throughout the day, speakers shared real-world examples of how messaging can influence policy, mobilize communities, and shift cultural conversations. The discussions were thoughtful and often challenging, and the students in attendance engaged deeply with the ideas being presented.
One moment during the “Power Narratives for Change” panel stayed with me long after the session ended. Shanelle Matthews, founder of the Radical Communicators Network and distinguished lecturer at the City College of New York, spoke about how her organization helped popularize slogans that are now widely used by both individual activists and social advocacy groups.
She explained that direct, understandable, and memorable language can help people recognize shared goals and invite more voices into the conversation. A phrase that emphasizes strengthening public safety or investing in communities may open space for dialogue among parents, business owners, officers, and social workers who ultimately want the same outcome. Organizations that communicate with clarity and precision build credibility—and credibility becomes a form of capital. It strengthens relationships, attracts support, and makes policy conversations possible because people believe the messenger.
Lee Carter, an author and partner and president of maslansky + partners, shared something that immediately caught my attention. She explained that what you say is not what ultimately matters; what matters is what people hear. That idea made me pause. It highlighted how easily even well-intentioned messages can take on new meanings once they enter the public conversation. A phrase meant to invite dialogue can quickly be interpreted in ways the original communicator never intended.
This moment revealed how closely narrative is connected to trust. Communities need to trust advocates to communicate responsibly. Residents need to trust institutions to keep them safe. Organizations must trust communicators to translate values into language that brings people together rather than pushing them apart. When a message is heard as a threat to safety or stability, trust can collapse quickly. The consequences go beyond reputation and can affect funding, partnerships, and the willingness of everyday people to engage with a cause.
The gap between intent and reception can shift conversations away from policy and toward fear if a message is misinterpreted, and, in some cases, cause organizations and institutions to distance themselves from the language. Just as wording can inspire activism and mobilize movements, it can also weaken credibility, divide supporters, and allow opponents to define the narrative. For that reason, messaging must be developed with precision and careful consideration.
For communicators, the responsibility is both ethical and strategic. First, language should be tested with people outside the immediate circle, especially those most likely to misunderstand it. Second, a powerful message should always come with proper context so audiences understand what is being proposed, not just what is being chanted. Third, communicators should consider how a message will sound to someone worried about their family, safety, or neighborhood.
I learned that advising a campaign like this should begin with defining a shared set of values. Most people want safe and thriving communities. Starting there creates common ground before introducing more complex ideas about reform. It’s also important that every message connects to tangible examples so people can see what change might actually look like in their daily lives. Just as important is creating space for listening early in the process, so that concerns can be addressed before misunderstandings grow.
This moment reminded me that narrative power must always be guided by empathy. Strategic communication is not only about capturing attention. It is about building understanding and protecting trust.
About the Program
Columbia University's M.S. in Strategic Communication program empowers current and aspiring leaders to shape the future through strategic communication. It is designed to respond to the urgent need for global perspectives, critical thinking, and ethical decision-making at all levels of organization. The interdisciplinary curriculum emphasizes audience-centered strategy and digital competency. Distinguished scholar-practitioner faculty bring real-world experience into the classroom and provide a learning experience that is immediately relevant in the workplace.
The program is available full-time on campus or part-time online with residencies. The part-time format is ideal for experienced full-time professionals based in or outside the New York metropolitan area. Learn more about the program here.
