"Narrative" in this context is more like "attempting to steer the current discourse by making connections among things and positioning them as part of a coherent story", which can be positive (if the result is accurate and reasonable and helps people better understand what's going on) or negative (if it's spin or manufacturing consent). It's "narrative" to say "you should be afraid of X, it's the cause of all your problems". It's also "narrative" to say "here are the five different things we're currently doing to improve Y, and how they tie together into a coherent picture".

Also, bias would be easier to deal with if it were always "lying", or if it advanced a coherent position. It's much broader than that.