corporate storytelling: first lecture
Post on 22-Jan-2018
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First Lecture: Personal Stories, Corporate Stories and Organizational Stories
CORPORATE STORYTELLING
sjoerd-jeroen moenandarmoenandar@gmail.com
education | storytelling | culture
o “You only get one chance for a first impression”
o To impress = to leave a lasting image
o Elevator pitch
o A mini-story of me
INTRODUCTIONS
2
sjoerd-jeroen moenandarmoenandar@gmail.com http://moenandar.blogspot.com
o How to make your mini-story enticing?
o The mini-story of me is for you
o Make you care for me• An aim
o Three parts:• Where have you been• Where are you now• Where are you going
A MINI-STORY OF ME
3
sjoerd-jeroen moenandarmoenandar@gmail.com http://moenandar.blogspot.com
o Useful for all kinds of pitches (products ideas, companies, etc.)
o E.g. IBC Card
o Or: the story behind a company (it all startedwhen…)
o Two story types: • Corporate story
• Organizational story
STORYTELLIN G
4
sjoerd-jeroen moenandarmoenandar@gmail.com http://moenandar.blogspot.com
o Express corporate identity
o Depend on context
o Official status
o Must be sustainable
o Help focus communication
o Meant to create positivecorporate image
o Meant to build trust
CORPORATE STORIES
5
sjoerd-jeroen moenandarmoenandar@gmail.com http://moenandar.blogspot.com
o Must fit the contexto Different stakeholders;
different corporate stories
o Strategic corpotatecommunication• Specific purpose• Build support
o Must be coordinatedo Succes: stakeholders
repeat the corporate story
CORPORATE STORY
6
sjoerd-jeroen moenandarmoenandar@gmail.com http://moenandar.blogspot.com
o Companies have narrativememory• Stories people tell
• Soul of the company
• Corporate culture
o Corporate stories: made
o Organizational stories:• Spontaneous
• Felt life experiences
o Overlap:• Useful for communcation
ORGANIZATIONAL STORY
7
sjoerd-jeroen moenandarmoenandar@gmail.com http://moenandar.blogspot.com
PROBLEMATIC ORGANIZATIONS
8
sjoerd-jeroen moenandarmoenandar@gmail.com http://moenandar.blogspot.com
o Listen carefully• What are they
about?
• Who tells them?
• What are theunderlying dynamics
o Beware: stories are about emotions andelicit emotions!
USING ORGANIZATIONAL STORIES
9
sjoerd-jeroen moenandarmoenandar@gmail.com http://moenandar.blogspot.com
o Formal organization(organizationalcharts)
• Corporate stories
o Informal organization
• Organizational stories
ORGANIZATIONS
0
sjoerd-jeroen moenandarmoenandar@gmail.com http://moenandar.blogspot.com
o Can be shaped – but only to a limit
o Talk about experiences
o Useful in case of organizational change
o Beware of counternarratives
ORGANIZATIONAL STORIES
1
sjoerd-jeroen moenandarmoenandar@gmail.com http://moenandar.blogspot.com
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