Telling stories to build reputation

Author: Rob Gill, Swinburne University of Technology
Published: 2009, Asia Pacific Public Relations Journal, Volume 10
Abstract: The characteristics of corporate storytelling make it an excellent medium for an organisation to connect with employees on a more personal level and can aid in the retention of information valuable to building employee engagement. Staff 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. This can result in employees becoming reputation champions for the organisation through the way they engage with their external stakeholders.

Keywords: storytelling, reputation, employee engagement, internal communication