Corporate Storytelling as an Effective Internal Public Relations Strategy

Rob Gill


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


Corporate storytelling; Employer engagement; Employer-emeployee relationships; Internal communication

Full Text:




  • There are currently no refbacks.

Share us to:   


  • How to do online submission to another Journal?
  • If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

  • Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

  • Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.

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:;;

 Articles published in International Business and Management are licensed under Creative Commons Attribution 4.0 (CC-BY).


Address: 9375 Rue de Roissy Brossard, Québec, J4X 3A1, Canada 
Telephone: 1-514-558 6138 
Website: Http:// Http://

Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures