When managing a complex issue in which shaping public opinion is a key factor never assume that your narrative is fixed. Always assume your opposition has effective counter-messaging. There are lessons to be learned from the Israel/Hamas War. The initial narrative was just retribution for the killing of innocent Jews by Hamas terrorists on October 7. The goal was the destruction of Hamas in Gaza. The narrative shifted to focus on the killing of innocent Palestinians as Israel invaded Gaza. Then the narrative shifted again to Israel demanding Hamas free the hostages in response to calls for ceasefire and strategic pauses for humanitarian relief. The skilled issues manager is prepared for every shift in the narrative. Never assume that your messaging, goals and assumptions will not be challenged.
November 7, 2023