1. Corporate Storytelling
CommunicationKnowledgeCenter@Outlook.com

2. Corporate Story: (Riel 2007 p144)
• A corporate story is a structured textual
description that communicates the essence
of the company to all stakeholders, helps
strengthen the bonds that bind employees
to the company, and successfully positions
the company against rivals.
• It is built up by identifying unique elements
of the company, creating a plot that weaves
them together, and presenting them in an
appealing fashion.

3. Harold Dwight
Lasswell (February 13, 1902 —
December 18, 1978)
• Who Says What In Which
Channel To Whom With What
Effect
S x R effect
Who Sender S
Says what Message x
In which Channel channel / medium
To Whom Receiver R
With what Effect Effect

4. Corporate branding strategies
(Van Riel 2007 p123)
High Medium Strong
endorsement endorsement
Agree on
Parent visibility Low Stand alone Weak
endorsement
Nick Leeson
Low high
Agree on Starting points

5. Endorse & story
http://en.wiktionary.org/wiki/endorse ; 9 January 2012
Verb
endorse (third-person singular simple present endorses, present
participle endorsing, simple past and past participle endorsed)
• to support, to back, to give one's approval to, especially officially
or by signature
• To write one's signature on the back of a cheque when
transferring it to a third party, or cashing it
• To give or receive an endorsement
Endorse:
to support, to back, to give one's approval to,
especially officially or by signature

6. Endorse & story
http://en.wiktionary.org/wiki/endorse ; 9 January 2012
Verb
endorse (third-person singular simple present endorses, present
participle endorsing, simple past and past participle endorsed)
• to support, to back, to give one's approval to, especially officially
or by signature
• To write one's signature on the back of a cheque when
transferring it to a third party, or cashing it
• To give or receive an endorsement

7. Endorse & story
Endorse:
to support, to back, to give one's approval to,
especially officially or by signature
• Stories are used to frame our
understanding and to encourage
individuals to want to become a part of the
story itself and to identify with a brand and
or its characters. (Fill 2011 p386)

8. Communication is about
storytelling
• Content, message; x
• Which characters play a role in this story?
(Mother company, ING; CEO, Steve Jobs;
etc.)
• Who has the main role?
• Does the brand have the main role?
• Who are friends and enemies in this story?
• Who endorses who?

9. Creating content &
messages (free after Fill p397)
1. Examine the importance and characteristics of
source credibility.
2. Explore the advantages and disadvantages of
using spokespersons in message presentation.
3. Discuss the impact of user-generated content.
4. Examine ideas concerning message framing
and storytelling.
5. Consider the characteristics of different types of
message appeal.
6. Indicate how informational and
transformational motives can be used as
tactical tools in advertising.

10. 1. Examine the importance and
characteristics of source credibility.
Characteristics of a source (Kelman 1961 in Fill 2011,
p376):
1.Level of perceived credibility: perceived objectivity
& expertise
2.Degree to which source is regarded attractive.
3.Degree of power that source is believed to posses:
ability to reward & punish.
Answer these questions for:…

11. 1. Examine the importance and
characteristics of source credibility.
(continued)
Key components of source credibility
(Fill 2011 p376)
1. What is the level of perceived expertise (how much relevant
knowledge the source is thought to hold)?
2. What are the personal motives the source is believed to
posses (what is the reason for the source to be involved)?
3. What degree of trust can be placed in what the source
says or does on behalf of the endorsement?

12. 2. Explore the (dis)advantages of using
spokespersons in message presentation.
Four main types of spokesperson (Fill p378-381):
1.Expert – 2. Celebrity
3. Chief Executive Officer – 4. Consumer

13. 3. Discuss the impact of user-
generated content.
• Other consumers can be credible
spokespersons.
• They can play an important role in the
story and endorse the brand.
• In our era of social media it is important
to reserve a role for consumers.
• Mass media present a story to
consumers S–[x]->R • Explain how product/ brand should be perceived.
• Roles: Sender OR Receiver.
with social media consumers can play a
role in the story. • Making sense together.
• Roles in story: Participant , ‘dance partner’.

14. 4. Examine ideas concerning
message framing and storytelling.
Categories of stories (Fill 2011 p386):
Framing puts the 1.Myths & origins: How the company
message/ brand/ started, how it overcame difficulties,
product in a context. where it stands for.
Communication
professionals thus try 2.Corporate prophecies: Predictions
to associate it with
about organization’s future.
happiness & avoid
pain.
3.Hero stories: Employees etc. who
overcame a dilemma.
4.Archived narratives: Changing
names, merges, etc.

15. 4. Examine ideas concerning message
framing and storytelling.
Categories of stories (Fill 2011 p386):
1.Myths & origins: How the company
started, how it overcame difficulties,
where it stands for.
http://www.philips.com/about/company/histor 2.Corporate prophecies: Predictions
y/index.page
about organization’s future.
http://www.youtube.com/watch?v=ImE8ZyoKUaQ
3.Hero stories: Employees etc. who
overcame a dilemma.
4.Archived narratives: Changing
names, merges, etc.

16. 5. Consider the characteristics of
different types of message appeal.
• In Corporate Communication we mainly
(but not only!) think inside-out: which story
do we want to tell?
• But storytelling will not be effective if the
message is not appealing to the
audience.
=>Tension:
– Need to transmit information
versus
– Need to appeal emotions

17. 5. Consider the characteristics of
different types of message appeal.
Need to appeal emotions;
Need to transmit information; Emotional & Transformational
Informational appeals appeals (Fill p388-392)
• Factual • Fear
• Slice of life • Humor
• Demonstration • Animation
• Comparative advertising • Sex
• Music
• Fantasy & surrealism
= Form of the message.

18. 6. Indicate how informational and
transformational motives can be used
as tactical tools in advertising.
• The effect of the message is that a product/
brand is associated in the receiver’s brain with
informational motives or transformational
motives.
• Motives make people move: buy a product
etc.
Transform to positive emotion:
Reduce uncertainty/ fear/ • dull  elated By providing lifestyle.
negative emotion. • bored  exited
By providing product information.
• apprehensive  flattered
= Content of the message.

19. Balance sender & receiver
Tension: Who organization is:
– transmit information Current Corporate Identity
versus versus
– appeal emotions What receivers desire:
Desired Corporate Identity
Organization has to adapt to what receivers desire
BUT
Organization should maintain its own identity in order to remain
recognizable and attractive for employees, investors,
consumers etc.
THEREFORE
Organization needs a Sustainable Corporate Story

20. Reputation Platform (1)
• Messaging content that managers want to
convey in their corporate communication. (Van
Riel 2007 p131)
• Anchor for corporate communication (free
after Van Riel 2007 p131)
• “starting point” for more detailed descriptions
of company’s strategic position and direction.
(Van Riel 2007 p131)
• “starting point” for the development of what
Van Riel (2000) calls “sustainable corporate
stories”. (Van Riel 2007 p131)

21. Reputation Platform (2)
• The distinguishing
characteristic of a
reputation platform is that
everyone recognizes the JUST DO IT
company on the basis of Starting point: Action
that platform. (Van Riel 2007
p132)
• A reputation platform
describes the root
positioning that a company
adopts when it presents
itself to internal and external Starting point: Speed & Service
observers.

22. Criteria for quality of
Reputation Platform
(Van Riel 2007 p136)
Is the Reputation Platform
1. Relevant
2. Realistic Fill:
3. Appealing Tension:
transmit information
versus
appeal emotions

23. Corporate Story: (Riel 2007
p144)
no
• l d be 07
shou ie
A corporate story is a structuredy textual l 20
r
ora te sto ords. (R
description that communicates0 the essence of
corp 0-60 w
A good an 40
the company to allnstakeholders, helps
lo ger t
h
strengthen the bonds) that bind employees to
p146
the company, and successfully positions the
company against rivals.
• It is built up by identifying unique elements of
the company, creating a plot that weaves them
together, and presenting them in an appealing
fashion.

24. Building Blocks of Corporate
Stories (Riel 2007 p145-146)
• Unique elements
• Similar to product USP: Unique Selling Points.
• What makes this company different/ better/ more attractive than
others?
• According to management: “Starting Points” (Nike: Action). But is this
really appealing for employees, consumers, investors etc.?
• Unique plots
• Who are actors & what are actions?
• Rabo Bank: no investors therefore customers play main role.
• Apple story = Steve Jobs story.
• Unique presentation
• Symbols : Visual Communication: Art
• Communication : Textual Communication: Copy
JUST DO IT

25. Visual & Textual
Communication
2D, 3D & experience

26. Visual & Textual
Communication
2D, 3D & experience

27. Elements of good Corporate
Stories (Riel 2007 p146)
The story:
• Introduces unique words to describe the
company
• Refers to the company’s unique history
• Describes the company’s core strengths
• Personalizes and humanizes the company
• Provides a plot line
• Addresses the concerns of multiple
stakeholders

28. Creating Corporate
Stories (Riel 2007 p148-159)
• Step 1: positioning the company
• Step 2: linking the corporate story to the
company’s identity
• Step 3: linking the story to the company’s
reputation
• Step 4: plotting the story
• Step 5: implementing the story
• Step 6: monitoring the story’s effectiveness

29. Further reading
• Riel, Cees van & Charles Fombrun (2007)
Essentials of Corporate Communication,
Routledge London – New York
• Chapter 6 Developing a Reputation Platform
(28 p’s)
• Fill, Chris (2011) Essentials of Marketing
Communications, Prentice Hall, Pearson
• Chapter 15 Content: credibility, messages and
creative approaches (22 p’s)