Problem: What is storytelling in corporate communication and why is it used?
Learning objectives (LO):
1. What is corporate communication? Why is storytelling used in corporate communication?
2. What makes successful storytelling?
3. Case studies (good and bad examples)
Keywords:
- Communication
- Storytelling
- Communication channels
- Stakeholders
1.1 What is corporate communication?
- Definition businessdictionary.com
The sharing of information within a
business. To facilitate
corporate communication, a business manager will usually need to have or
develop considerable interpersonal skills - such as effective speaking, writing
and listening - in order to best assist information sharing within their
department. Also called organizational communication.
Source:
http://www.businessdictionary.com/definition/corporate-communication.html
- And now in more comprehensible language
- Corporate
communication = communication with internal and external stakeholders
- It is a management function that is responsible for overseeing and coordinating work done
by communication practitioners in different disciplines: public affairs, media
relations, internal communication, ... => the manager looks that the
internal and external communication are harmonized as much as possible. => It is
very complex (wide geographical range, wide range of products or services, different cultures)
-
Overall objective: creating a favorable basis for relationships with groups
upon which the company is dependent.
-
Why is it important? The sustainability and success of a company depends on how
it is viewed by key stakeholders => communication is a critical part of
building, protecting and maintaining such reputations
Source:
Corporate Communication: A Guide to Theory and Practice - Joep Cornelissen
- Video corporate communication
1.2 Why is storytelling used in
corporate communication?
- Definition storytelling
Corporate storytelling is a powerful tool to help organizations increase internal and external understanding of their values, products, services and culture. Companies make, share, gather and tell stories to their stakeholders. The narrative approach makes information more tangible and memorable.
This
video explains how a story can make it easier to get a message to your (internal and external) stakeholders. It’s about how you can use storytelling to improve the working of your company.
- Bachelor dissertation about storytelling
On
this website: http://www.diva-portal.org/smash/get/diva2:132493/fulltext01
I found a very interesting bachelor dissertation about: How a company can
communicate through storytelling? I resumed some parts that I thought were very
interesting.
Basics
corporate storytelling:
-
Internal: storytelling is a tool to ensure that company values and goals are
shared among employees.
-
External: storytelling adds extra value to the product. The customer is willing to pay more for that extra value if you can convince them to step into your story.
=> Storytelling is a technique to create a lasting memory with a spectator or listener =>
create a context around the main message, frame information so that it’s
understandable, meaningful and memorable => this can have a positive effect
on creating solid customer relationships + it will help to spread the
organization’s values among employees.
Why
is storytelling so powerful?
-
Fundamental part of human intelligence and imagination => we use stories to
illustrate points, remember things, engage audiences, …
-
You can emphasize meaning and feeling with storytelling, this isn’t always
possible with other communication methods
-
Storytelling requires active listening => it creates bonds between
individuals and the company, it increases the understanding of corporate values
and culture (internally) and it creates added value to products, it builds
trust and loyalty with consumers.
-
Storytelling can communicate complex ideas in a positive tone. Not only to get
people into action but also to create new bonds and gain isights in the
organization by listening to employees who share their stories. The employees’
stories about their experience with the company should reflect the culture of
the business. Storytelling encourages and inspires people inside and outside a
company.
2. What makes successful storytelling in corporate communication?
2.1 (Dis)advantages of storytelling
- Advantages of storytelling
- Stories show patterns, they help us to
make connections.
-
Stories are a tool for empowerment.
-
Good stories make you feel you’ve been through a satisfying complete experience.
-
Stories give us a road-/treasure map, with all the tasks we have to accomplish
to complete the journey successfully + they give us the tools to solve the
problems that you can meet on the way.
- Disadvantages of storytelling
-
Single point of view => story told from the teller’s perspective
(organization/one person). A story told from a single point of view often
excludes other interpretations and imaginations, and can even be misleading.
-
Static stories => stories that do not undergo significant changes. The
impact of a story depends on how it is delivered (oral, written, …).
-
The same story may not work in every culture.
-
The meaning of a story can be a subject to interpretations. Different audiences
can interpret a story differently.
2.2 Which
channels can we use?
-
You can’t publish something on all the available channels
-
Look at your audience, what channels are they most active on? What type of
content do they like to consume? Where do they like to consume it? What
technologies do they use most? Ex. Brands that need a visual medium can go to
instagram and pinterest while other brands are better on twitter.
-
Spend time to prepare your message before publishing => develop the story
and adapt it to the channel you’ll use. Choose the right channels where your
audience is present and make a community that will help spread your content.
Source: http://www.saydaily.com/2013/08/4-secrets-of-effective-brand-storytelling-across-channels
2.3 How to tell a story?
- Corporate storytelling compared to classic
storytelling
3. Case
studies – good and bad examples
3.1 Well-known companies
On
this website are a few very known companies with their story. In my opinion apple did
a great job with storytelling. Especially when Steve Jobs was still alive.
Apple fans really breathe apple and that’s what the company wants to achieve with their story. Lego also did an amazing job with 'lego the movie'. The movie is a long advertisement covered in a story. More information about three good examples of storytelling can be found on this website. Nike, which we all know has a history of storytelling, is also covered in the blogpost on the website.
3.2 Wonderful examples of online storytelling
Storytelling
can be more than only company video’s. Here you have some examples of online
storytelling.
To finish my blogpost about storytelling I wanted to show that it's possible to make a story for a boring brand as toilet paper or soap. But even these brands can create a story that is worth to tell. Read more about boring brands and how they used storytelling on this website.
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