PR people have long known the power of stories to engage the media. However storytelling is becoming an important tool in corporate communications. Management fads may come and go but stories still resonate with people - even in the workplace.
 |
| Denning's book is a guide to corporate storytelling |
I'm currently reading The Leader's Guide to Storytelling by former World Bank executive and Australian author Stephen Denning.
Denning describes the intrinsic power of stories, the range of stories that can further organisational goals, and how to construct effective narratives in particular situations.
He identifies a corporate communications catalogue of stories that can be used to:
- Springboard staff into adopting new practices.
- Introduce a manager and his or her vision.
- Communicate an organisation's brand to external audiences.
- Transmit culture and values throughout an organisation.
- Pass along knowledge and highlight the benefits of collaboration.
- Deliberately set out to counter workplace gossip and rumours.
Stories are the language of the human camp. They have been around 40 000 years and continue to be as effective today as they were back then. They work in our personal lives so we as communicators should borrow their power and make it work for us in our work lives.
Denning's book is good guide to story telling so I'll be blogging highlights and practical tips in future posts.
No comments:
Post a Comment