Posts Tagged 'organizational storytelling'

Companies and Storytelling: What Could Go Wrong?

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Considering all the recent talk in PR and business circles about organizational storytelling—including our own contributions to the buzz, “Organizational Storytelling and PR”—got me to wondering: What could possibly go wrong?

What, indeed!

Then I happened upon the article, “Companies Telling Stories.” The red flag raised in “Companies Telling Stories” is that companies may use storytelling to create myths and legends, rather than show the unvarnished truth. I came to realize that my subtle thoughts were very real concerns.

As we’ve indicated, we’re proponents of organizational storytelling to help establish brands, disseminate information, and provide a clear differentiation or explanation on issues; however, our endorsement of the time-honored tradition of storytelling for PR clearly presumes that the same standards of ethics, mutuality and transparency that are the hallmark of public relations practice will apply in business storytelling. Short of that, you’ve just got companies spinning yarns to obfuscate, misinform, or worse yet, deceive.

Once upon a time

To become more than just a passing fad or the hyped trend of the moment, to be truly useful and effective, storytelling must become embedded within the culture of the organization. Moreover, the kinds of stories that build and advance a company’s narrative may not be those that can be readily farmed out; rather, they must be sustained, truly characteristic of the values and activities of the organization, and open to scrutiny and reflection. While many authors may contribute to storytelling process, it’s the guided, ethical overall public relations strategy that makes business storytelling most effective.

So, like others in the industry, while we’re enamored with the storytelling process, we recognize that its true value in PR comes from the strong ethical framework that shapes all content into something useable, truthful and relevant to an audience. As well-known digital strategist and entrepreneur Ann Handley says in a recent post: The best content isn’t storytelling. The best content is telling a true story well.

Storytellers2

We’ll be writing more about companies and storytelling, good and bad, in upcoming posts.  Also, please check out our post examining other aspects of business storytelling at:

http://storify.com/PRDoctorChicago/companies-and-storytelling

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More Organizational Storytelling and PR from Ford Motor Company

PRDoctorChicago is all about Communications experiences, insights
and lessons learned from pros.

A few months ago, we wrote about organizational storytelling and kicked off the post with an incredibly forward-thinking quote by Henry Ford on communications and business. Ford Motor Company’s approach to communications and its outreach to customers has been making news again.

The article below by Ashley Zeckman on TopRank Online Marketing Blog serves as a timely update, offering myriad lessons to communicators on such tough topics as marketing, branding, consumer engagement, marketing mix, social media content, etc. Check it out for some “deep” lessons learned …

  Scott Monty on How Ford Empowers Customer Storytelling                        & Lessons Learned

“As marketers we all know that storytelling is an essential part of connecting with prospects and customers. Scott Monty (@scottmonty) and his team at Ford have taken the art of storytelling a step further.

In his moving (yes I said moving) keynote, Scott walked the audience through some of Ford’s most recent and innovative campaigns. In many of these campaigns the story is told not from the perspective of Ford, but from that of the consumer. Below you’ll find more about the stories of these campaigns, the people who told them, and the lessons learned.”

Continue reading … http://www.toprankblog.com/2013/01/scott-monty-customer-storytelling/


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