When a brand, public figure, or organization faces a crisis, traditional playbooks tend to default to legal reviews, tightly worded apologies, and hope that it all blows over. But today’s audiences are more emotionally attuned—and more demanding of transparency and authenticity. In response, communicators are turning to a concept rooted in psychology: narrative therapy.

What Is Narrative Therapy?

Narrative therapy, developed by psychologists Michael White and David Epston in the 1980s, is a form of psychotherapy that helps people separate themselves from their problems. It encourages individuals to reframe their personal stories—to view life not as a fixed truth but as a series of interpretations. Through language, people can "re-author" their identity, choosing which experiences define them.

Why does this matter in public relations? Because crises, too, are stories. They are moments that challenge the public's perception of a person or brand. And just like in therapy, the way we tell—or retell—that story can either entrench the damage or open a path to healing.

Artists Are Leading the Way

Public figures have long understood the power of narrative reframing. Consider Dua Lipa, whose awkward early dance moves became an internet punchline. Rather than shy away, she embraced the memes, joked about herself, and let her fans grow with her as her confidence soared. That choice to laugh with, not hide from, public scrutiny turned embarrassment into relatability.

Taylor Swift is another master of this technique. Rather than dodge criticism, she reclaims narratives—about heartbreak, fame, even her past missteps—by embedding them into her music and persona. In fact, her now hit album Reputation was a masterclass in rewriting the narrative to position her as the villain, not the victim following a public fall-out. Her fans not only forgive; they feel included in her evolution.

These are narrative therapy principles in action. They transform cringe into connection—and brands are starting to catch on.

Applying Narrative Therapy to Crisis Communications

Here are five ways you can integrate narrative therapy into your next crisis strategy:

1. Identify the Dominant Narrative

What story is the public telling about you? Acknowledge it without defensiveness. Understanding the emotion beneath the backlash—anger, disappointment, betrayal—is the first step toward a meaningful response.

2. Separate the Identity from the Incident

Instead of letting the crisis define the entire brand, use language that separates behavior from identity. For example: “We didn’t live up to our standards” rather than “We are broken.” This leaves room for change.

3. Offer a Counter-Story Rooted in Values

People want more than a polished statement—they want meaning. Share what you’ve learned, what will change, and how this aligns with your core mission. The counter-story should be humble, hopeful, and human.

4. Invite Others into the Story

Narrative therapy is collaborative. Open the door for your employees, customers, or community to participate. Listen publicly. Apologize sincerely. Involve them in rebuilding trust.

5. Turn Reflection Into Culture

Redemption shouldn’t be a one-time performance. Use storytelling—videos, blog posts, social media content, employee interviews—to reinforce the transformation. Narrative repair becomes more credible when it's woven into ongoing communication.

Why It Matters Now

In a culture increasingly skeptical of spin, narrative therapy offers a more honest and emotionally intelligent path forward. It allows brands and leaders to speak not at their audiences, but with them—acknowledging pain, rewriting meaning, and creating a more connected future.

When we view crisis through the lens of narrative therapy, it becomes more than damage control. It becomes the start of a new, better chapter.