Corporate Storytelling as an Effective Internal Public Relations Strategy
Corporate storytelling can be an engaging and effective means of internal public relations. The characteristics of internal storytelling make it an excellent medium for an organisation to engage with staff on a more personal level and strengthen employee loyalty. This integrated literature review explores the use of storytelling as an effective tool for internal communication and employee engagement, a key internal public relations responsibilities, which can build internal loyalty and strengthen the organisation’s brand and reputation.
Literature reviewed in this paper demonstrates employees who are more engaged with, and have a deep trust for, their employer are more likely to feel buoyant about their work and conduct themselves in a constructive manner, which may translate into stronger internal and external reputation. The use of corporate stories as an internal PR communication strategy can strengthen the likelihood of employees becoming reputation champions for their organisation.
Key words: Corporate storytelling; Employer engagement; Employer-emeployee relationships; Internal
- There are currently no refbacks.
If you have already registered in Journal A and plan to submit article(s) to Journal B, please click the CATEGORIES, or JOURNALS A-Z on the right side of the "HOME".
We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: firstname.lastname@example.org; email@example.com; firstname.lastname@example.org
Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures
Address: 730, 77e AV, Laval, Quebec, H7V 4A8, Canada
Telephone: 1-514-558 6138