That talk of the 'narrative' has now become so commonplace as to become cliched also demonstrates that what was once considered the secret of PR gurus and spin merchants has gone mainstream. Blair and his team were so skilled at control of the narrative that they became over-confident and started making stuff up. Brown was so clumsy at it that it didn't work. Cameron was quite good at it in the early days, when people still believed what he said. Having control of the narrative means telling the story your own way, to your own advantage - and works so long as the story is essentially true and you're not exposed as a liar.
On Ukraine, despite the most sterling and concerted efforts by the combined media and political class, the 'West' failed to control the narrative, the people of Europe stubbornly clinging to the notion that this story had two sides. More importantly, on the EU, the political establishment has failed to maintain a narrative that goes The EU is benign and a force for good / peace / prosperity, most people don't care about the EU as a political issue, the EU has integrity and probity. Even voters who haven't just voted for an insurgent party don't trust the EU - some 60% of us, according to a Eurobarometer survey.
The thing is, once you've lost control of the narrative, there's no way back. Once Blair lost it, no-one believed a word he said, and still don't. There's nothing Blair can ever do to win back that credibility - except perhaps 'fess up to his manifest improprieties and offer himself for incarceration at Scheveningen Prison at the Hague. Cameron is going into a general election with a litter of so many broken promises behind him that he's now got about as much credibility as Blair. And the people of Europe are becoming more and more receptive of a drip-drip of counter-official EU stories - from a multitude of little sources, including ourselves - that cements their loss of trust and belief in the EU establishment. For the EU, too, has no way back; the view in Berlaymont today that the 2014 Euro results were a one-off and things will soon be back to normal is deluded and wrong. There is no way back now.