frank wintle story in internal communications

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How to use the power of story-telling to energise and inspire staff

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  • 1. Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009 Finding and using the corporate story in internal communications Frank Wintle
  • 2. Internal communication is external communication Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 3. Act One . Act Two Act Three A rainy day in New York What he didnt know And the winner is Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 4. Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009 Once upon a time And then one day What they didnt realise Resolution
  • 5. Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009 Once upon a time And then one day What they didnt realise Resolution external or internal forces critical choices made comprehension a settled world
  • 6. Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009 Once upon a time And then one day What they didnt realise Resolution external or internal forces critical choices made comprehension a settled world calm, complacent conflict, chase character tested, changes
  • 7. Narrative is the primary human tool for explanation, prediction, evaluation and planning ------- Mark Thomas, The Narrative Mind We live, and call ourselves awake, and make decisions by telling ourselves stories ------ Julian Jaynes, The Origins of Consciousness Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 8. Once upon a time And then one day the settled world the stagnant world complacency torpor calls to arms self-definitions battles won chase race against time conflict Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 9. What they didnt realise Resolution the ground shifts under your feet unintended consequences new enemies reinventions new beginnings (because we have to start again) the true tests of character Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 10. Seven Characteristics
    • Asymmetry
    • Simplicity
    • Austerity
    • Naturalness
    • Resonance
    • Freedom
    • Tranquillity
    Adapted from Hisamatsu Shinichi: Zen and the Fine Arts Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 11. Desire Urgency Obstacles FIRST MODEL Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 12. Challenge Do nothing Temptation Journey Goal SECOND MODEL Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 13. Momentum Reaction People THREE RULES Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 14. FOUR TOOLS 1. Research 2. Character 3. Timing 4. Cause Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 15. What is the one essential story-factor that corporate communicators almost invariably leave out of their narratives? Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 16. What was the media report that emerged from this Press Release? Marathon Oil is implementing an organisational realignment plan and business process improvements that will further enable Marathon to focus on and execute on its core business strategies. Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 17. Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 18. The only author worth reading is the one who doesnt try to tell us what to think Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 19. Audiences shrink from sermons Akira Kurosawa Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 20. I think that I have made them aware Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 21. The Corporate Journey... Subjective to Objective, Author to Authoritarian.... Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 22. So whos your corporate story teller? And wheres the story being told? Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009
  • 23. [email_address] Finding and using the corporate story in internal communications Frank Wintle Finding and Using the Corporate Story in Internal Communications - Frank Wintle, PanMedia, 2009