TAKE CONTROL OF YOUR MESSAGE

About Me

 
 


  • Director

    I have over 8 years experience in leading campaigns for social change. I have worked in Community Development and Digital Campaigning, and was Deputy Director of Uplift, Ireland’s only multi-issue digital campaigning community.

    I’m interested in how storytelling leads to social change and shapes how people think about issues. I’ve led large scale language research into vaccine hesitancy and public homes narratives, and completed a Global Messaging Fellowship with messaging expert and author Anat Shenker Osorio in 2019.

    I believe deeply that we can win big progressive victories if we change how we talk about the issues that matter. That’s why I founded Parable in 2020, so that I can support communities to find narratives about the issues they are dealing with, that empower and persuade.

 

My Approach

People who bring about change through grassroots activism, NGO work and community organising are often up against powerful, well funded opponents. Those in power know how to frame an argument and access the media.

Often we are so used to fighting on their pitch, we are unable to articulate our own vision for the future - so we reinforce our opponents world view again and again.

The truth is, good communications and messaging doesn’t have to cost the earth. I can help you articulate your vision, engage your base, alienate your opposition and persuade those in between.

Book a Consultation

Testimonials

 

“Emily has a unique way of combining academic theory with extremely practical real world solutions to countering hate and narratives that work and make sense. There is a dearth of practical approaches to the field of narratives related to Hate Speech and Disinformation, it is often inaccessible, but Emily helps illuminate and tool us up to finding applications that work.”

— Lydia El Khouri, Text Gain

“Before contacting Emily from Parable.ie we had struggled around responding to negative media coverage about Travellers, also trying to  reach and connect with the services responsible for improving Traveller lives.

Parable.ie taught my organization how to identify the real villain in the story and how to move our target forward. Our organization has tried for years to advocate towards policy change that would have a real effect on my community.

After we worked with parable.ie we changed our strategy including some brilliant ideas and approaches that were covered in the training. We also learned how to make the necessary changes that were need to achieve our goals.

Parable.ie was very easy to work with and I couldn’t recommend them enough. They went above and beyond to help and support my organization and we are looking forward to working with them in the future.”

— Breda O’Donoghue, Cork Traveller Visibility Group

“Parable recently delivered a half day session on framing and messaging to MRCI and a group of international organisations as part of a learning exchange. We could not recommend Parable highly enough. The session was so well prepared, engaging and thought provoking and used real life examples to get ideas across in a really clear and simple way. We were challenged to look at our own communications and spot the things we needed to change to make them instantly stronger. I can honestly say everyone who attended went away full of energy and excited to implement everything we had learned.”

— Neil Bruton, Migrant Rights Centre Ireland

Services

 

Media and Language Analysis

Do you know how your issue is being talked about? I’ll provide hard data and clear analysis on the underlying frames, narratives, language pitfalls, and metaphors most commonly used by you and your opponents around your issue.

Training and Strategy Development

I provide your team with world class training on message framing and message development, outlining the underlying principles of good messaging. I’ll also demonstrate real world examples of campaigns in your issue area who have excellent communications.

Message Development and Testing

I provide in-depth research through a range of both quantitative and qualitative polling, focus groups, and dial testing methodologies to help you find the most persuasive message possible.