Storytelling arose in the context of public relations as a technique that allowed to build a corporate tale that was retold as any other sort of story (movies, novels, advertising, etc.) and is focused on presenting a story about the life of the founders of a particular corporation and the whole process of creation and brand positioning of the company, together with what happened in their lives.
For a good Storytelling the classical steps for retelling a story should be followed: introduction, body and conclusion. At the beginning, it is advisable to catch people’s attention by presenting information in a context with the necessary information to set it in time and place.
In the body of the story, even though organizations tend to minimize their conflicts, building the conflict and describing the obstacles and challenges, are excellent ingredients for the story because showing the contrast between conflict and solution, has a high impact.
At the end, it is suitable to present a summary of what has happened (which should be simple and short), a kind of moral or lesson that will remain in the mind of the different publics of the organizations.
Robbie Vorhaus is the President and CEO of Vorhaus & Company Inc., who founded the public relations firm in New York City in 1989, when he left CBS to create the classic Storytelling for the company as a new model for PR. He considered Domino's Pizza Storytelling one of the best ones.
According to this Storytelling, a young man, who grew up in an orphanage, entered the Marines and when he came back, he bought a small pizza store in Ypsilanti, Michigan for $ 500 with his brother and started working on it. Soon, one of them sold his half of the business to the other one for a second hand Volkswagen Beetle, thus, one of the two brothers took over the entire business. Soon, the recent owner of the whole company felt he could make more money delivering pizza than waiting for customers to come to the store. In his way a company that is a global public listed company of $ 3.3 billion since 2004, was built. It's a simple, emotional story that shows a great sense of perseverance, a spirit of self-improvement, etc.
If the outlining of the Storytelling is part of a corporate project, it often helps to increase the quality of communication between employees and managers, creating a process in which people participate enthusiastically. It can be thought of as a great scrapbook where each of the members of the organization provides data, reports, images, etc. to generate a large organizational story. The aim of this type of team work is to help create spaces for a fluid open communication between members of the organization, capturing the key stories, strengthening the links between human resources and promoting the transmission of knowledge and stories related to "best practices" within the organization.
Applications: Design of Corporate Communication Strategy, Internal Communication, Organization Culture Management, Corporate Image Design, Training, etc.
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