Storytelling and corporate communication

In the first problem-based learning session we were provided with a video-trigger concerning storytelling and corporate communication. The corporate video “Reunion” is used as an advertisement for Google Search India and tells the emotional story of “two friends separated by the partitioning of Pakistan and India who are reunited by a few Google searches” (The Telegraph, 2013).

The group derived the following learning objectives to be addressed in the following PBL:

1. What is corporate communication and why is storytelling used there?
2. What makes for successful storytelling in corporate communications?
3. Case studies and real world examples

  1. What is Corporate Communications and why is storytelling used?

Corporate Communication developed over the time. At the beginning, corporate communication often equalled public relations and especially the communication with the press. However, with increasing global transparency, different stakeholders demanded more information from companies. Nowadays, CC focuses on the organization as an entity and aims at presenting the organization to all stakeholders, both external and internal. (Cornelissen 2010, 4) According to Van Riel (1995), the overall objective of CC is to create a “favourable basis for relationships with groups upon which the company is dependent.” Norlyk, Lundholt & Hansen (2013) describe the activities of CC as “orchestrating all internal and external communication” in order to influence corporate stakeholders.

How can you distinguish CC from Marketing Communication? 

Where corporate communication is intended to represent the uniform opinions, strategies and motivations of a singular corporate entity, marketing communications are designed uniquely to influence consumers to purchase the goods and services that corporate entity produces. (Wallace 2015)

The illustration below, provided by Argenti (2009), summarizes quite clearly the “circular nature of the corporate communication framework”: At the beginning, the organization should identify its available resources and competences, define its corporate communication strategy and should set clear goals about the outcome of the corporate communication. It is relevant to identify and analyse the constituencies that are to be addressed by the delivered message. To successfully deliver the key message, suitable communication channels need to be identified. In the last step, it is essential to analyse the constituencies’ responses towards the message. Based on this analysis, the corporation can decide if a revision of the message in the light of the constituencies’ response is needed. (Argenti 2009, 43).

Corporate Communication Strategy Framework (Argenti 2009, 47) 

Having defined the concept of Corporate Communication, the increasing importance of storytelling needs to be elaborated. According to Norlyk et al. (2013), storytelling in the business- and especially corporate communication context is used to establish and maintain the organizational brand, image, culture and identity of various groups of internal and external stakeholders. It serves as a management framework to establish value-based, emotional bonds with stakeholders on a long-term basis. 

What is internal storytelling?

Internal storytelling is all about how you market your brand to your internal team. Through communication, education and collaboration, you can encourage a culture of content marketing internally, to drive your business goals. The basic concepts behind are: Keeping the employees informed, giving them a voice, empowering their growth. (Rius 2014)

De Clerck (2015) defines storytelling as an essential content marketing technique. The following figure illustrates how storytelling affects the human brain. With the help of stories, the listener can turn messages into his own ideas due to neutral coupling and remembers them in more detail due to dopamine emission. 

Effects of Storytelling on the brain (http://seopressor.com/blog/how-to-improve-your-sales-emphatically-through-storytelling/)

Sources:

• Argenti, P. 2009. Corporate Communication. 5^th edition. McGraw Hill. New York.
• Cornelissen 2010. Defining corporate communication. URL: http://www.sagepub.com/sites/default/files/upm-binaries/39352_978_0_85702_243_1.pdf Quoted: 03.09.2015
• De Clerck, J. 2014. The Art of Storytelling in 6 content marketing context questions. http://www.i-scoop.eu/art-storytelling-6-content-marketing-context-questions/ Quoted: 03.09.2015
• Norlyk, Lundholt & Hansen 2013. Corporate Storytelling. http://www.lhn.uni-hamburg.de/article/corporate-storytelling Quoted: 03.09.2015.
• Rius 2014. Why internal storytelling is key to your company's content strategy. http://relevance.com/why-internal-storytelling-is-key-to-your-companys-content-strategy/ Quoted: 07.09.2015
• The Telegraph 2013. Google Search: emotional Google India reunion advert goes viral. http://www.telegraph.co.uk/technology/google/10459212/Google-Search-emotional-Google-India-reunion-advert-goes-viral.html Quoted: 03.09.2015.
• Van Riel, C.B.M. 1995. Principles of Corporate Communication. London: Prentice Hall.
• Wallace 2015. Difference Between Corporate & Marketing Communications. http://smallbusiness.chron.com/difference-between-corporate-marketing-communications-31236.html Quoted: 07.09.2015.
  

 2. What makes for a successful storytelling in corporate communication?

 

It is important to carefully structure the key message behind a story. There is a distinction between direct messages, revealing the main point first and indirect messages, where context is given first (Argenti 2009, 42). In order to develop successful story, the following five aspects should be considered (Flocabulary 2011): Plot, Character, Conflict, Theme and Setting. 

Beth Comstock (2014) lists the key traits of a successful story in a YoutubeVideo:

• Stories need to connect on a personal level
• The messages should be kept simple
• It is important to plunge into the constituency’s mind
• While creating a story, it is therefore useful to put oneself in the position of a child
• Use wild imagination and take people to another place
• Important to know: Why is the message relevant?

The last point is the most important aspect. If you want to inspire someone, you need to be reasonable in your actions. Why do companies do what they do? What is their purpose, their reason for existence, their USP? (Sinek 2014)

Which channels can be used to convey a message? (Changing Minds 2015)

• Company publications (range from internal magazines to external annual reports)
• Speeches and presentations (often include heroic stories)
• Meetings
• Blogs
• Face to face/phone
• Emails and chats

Sources:

• Comstock 2014. Future of StoryTelling 2014. https://www.youtube.com/watch?v=vJ_zQEeU1ag Quoted: 03.09.2015.
• Changing Minds 2015. http://changingminds.org/disciplines/storytelling/organizations/storytelling_channels.htm Quoted: 07.09.2015.
• Flocabulary 2011. Five Things (Elements of a Short Story). https://www.youtube.com/watch?v=c6I24S72Jps Quoted: 07.09.2015.
• Sinek 2014. Start With Why - TED Talk Short Edited. https://www.youtube.com/watch?v=IPYeCltXpxw Quoted: 03.09.2015.

3. Case studies & real world examples

In order to understand the concept of storytelling, it can be beneficial to take a look a real examples from different kind of countries and industries.

Merci:
The German chocolate brand Merci, part of the company Storck, uses storytelling in most of its TV spots along with the company song “Merci, dass es dich gibt”. The company tries to convey the image of being a companion for families for the whole life. This image is transferred to the videos, where family stories and everyday-life situations are displayed. One example is shown in the following: https://www.youtube.com/watch?v=pu1C4EYUzU4

Red Bull:
Red Bull seems to be a master in content marketing and is renowned for its events, such as Felix Baumgartner's supersonic freefall from 128k' in 2012. The advertisement tells the story of the mission's preparation and especially the final jump of the Austrian. The story creates acknowledgement in the constituencies’ minds and also reawakens forgotten childhoods’ dreams: https://www.youtube.com/watch?v=FHtvDA0W34I

WestJet:
WestJet launched a really nice campaign in winter 2013. Travellers were asked about their wishes for Christmas and at their place of destination, they were surprised with different kind of gifts. The video focuses on small stories from different kind of travellers. The overall message behind: With WestJet, dreams become true! https://www.youtube.com/watch?v=zIEIvi2MuEk

Keywords:

Corporate Communication, Marketing Communication, Channels, Storytelling, Constituencies, Message, Emotion, Why?, Connection, Simple, Memorable