The Original Reputation Campaign?

By Amy Ahmed-Dolphin, Director, Whistle PR

I’ve been waiting excitedly for tickets to see the Bayeux Tapestry since its return to Britain was first announced. I promptly forwarded the news to friends, fully expecting them to share my enthusiasm – but their responses were less animated than mine.

Personal vindication arrived, though, when tickets for the British Museum exhibition went on sale. Tens of thousands joined the online queue and the first release sold out within a day, generating £2.5 million in ticket sales. I’m one of those who missed out… but I’m pinning my hopes on the next release in October.

This week, the excitement surrounding its return has intensified with King Charles invited to view the historic embroidery before the exhibition opens to the public. Almost 40 years after seeing it in France with Diana, he walked with Queen Camilla, the PM and the French President along its impressive 70m length. The occasion has made news around the world, capturing the interest of broadsheets and tabloids alike.

My own fascination began on a school trip to Normandy, when seeing the Tapestry made an impression that has stayed with me ever since. This summer, I found myself passing that history on, taking my nine-year-old daughter to Battle to tour the battlefield and teach her about the events of 1066, 960 years ago.

At the English Heritage site, the recreated scenes helped bring the story to life for children, as they once did for me. But they also reminded me of something fundamental about the Bayeux Tapestry. Don’t be fooled into thinking it’s a record of what happened. It was created to present a particular version of what occurred.

In modern terms, could this be one of English history’s earliest reputation campaigns?

A Norman narrative

William may have won the Battle of Hastings, but seizing the English throne was not the same as being accepted as its rightful king.

The Tapestry helped tell a story in which William’s claim appeared legitimate, Harold had broken a solemn oath and the Norman victory was the inevitable conclusion. Although its precise origins remain debated, it is widely believed to have been commissioned by William’s half-brother, Bishop Odo.

Either way, this was the Norman account of events – a persuasive narrative, carefully and cleverly devised after the conquest.

One clear thread

The events leading to the Norman Conquest involved disputed succession, family connections, shifting allegiances and competing claims to the throne. The Tapestry turned all that complexity into a story that everyday people could follow.

It has identifiable characters, decisive moments and a clear narrative direction. Its creators understood something many organisations still struggle with today: giving an audience more information doesn’t necessarily give them greater clarity.

Businesses frequently try to force every message, service, statistic and stakeholder into one communication. Comprehensive, it may be. But memorable? Probably not. Strong narratives have a hierarchy; they establish the central idea, then select the details that help audiences understand and remember it.

Evidence-driven

Rather than simply telling us that William was powerful or worthy of victory, the Tapestry shows ships being built, supplies being carried, soldiers crossing the Channel and armies meeting in battle… not to mention the celestial omen of Halley’s Comet. These details give the wider narrative its force.

The same applies to organisations. Describing yourself as innovative, sustainable or people-focused doesn’t make it so. Where’s your substantiation? The strongest reputations are built through actions and evidence which allow audiences to reach the desired conclusion for themselves.

Points of view

Powerful storytelling is never entirely neutral. Decisions are made about what to include, what to omit and who the best spokesperson might be.

In medieval times, however, there weren’t really any means to challenge the official account. For most people, the tales from the Tapestry will have been one of the few ways to encounter the story of the Norman Conquest – and it presented that story from the Norman point of view.

Modern audiences are increasingly aware of fake news and the gap between fact and fiction. Within a matter of minutes, we can compare a company’s public statements with employee experiences, customer reviews and media coverage.

How would the vanquished have described the same scenes? We can only speculate. The version of events which has endured is the one with the greatest resources behind it.

The Whistle takeaway

The Bayeux Tapestry has endured against all odds, transforming a complex chain of events into a clear, visual account. King Charles has stated that “it is not merely an English story, nor only a Norman one” – and that today it is celebrated for connecting the French and the English people.

Every organisation is creating its own historical narrative through its day-to-day decisions and dealings. You can’t control everything that will be said about you – but you can ensure your brand story is clear, your claims are substantiated and that your most important proof points are not left untold.