corporate storytelling comm kc
DESCRIPTION
TRANSCRIPT
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.
Harold Dwight Lasswell (February 13, 1902 — December 18, 1978)
• Who Says What In Which Channel To Whom With What Effect
Who Says what In which Channel To Whom With what Effect
Sender S
Message x channel / medium Receiver R Effect
S x R effect
Corporate branding strategies (Van Riel 2007 p123)
High Medium endorsement
Strong endorsement
Low Stand alone Weak endorsement
Low high
Agree onParent visibility
Agree on Starting points
Nick Leeson
Endorse & storyhttp://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
Endorse & storyhttp://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 & 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)
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?
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.
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:…
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?
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
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 with social media consumers can play a role in the story.
• Explain how product/ brand should be perceived.• Roles: Sender OR Receiver.
• Making sense together.• Roles in story: Participant , ‘dance partner’.
4. Examine ideas concerning message framing and storytelling.
Framing puts the message/ brand/ product in a context. Communication professionals thus try to associate it with happiness & avoid pain.
Categories of stories (Fill 2011 p386):
1.Myths & origins: How the company started, how it overcame difficulties, where it stands for.
2.Corporate prophecies: Predictions about organization’s future.
3.Hero stories: Employees etc. who overcame a dilemma.
4.Archived narratives: Changing names, merges, etc.
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.
2.Corporate prophecies: Predictions about organization’s future.
3.Hero stories: Employees etc. who overcame a dilemma.
4.Archived narratives: Changing names, merges, etc.
http://www.philips.com/about/company/history/index.page
http://www.youtube.com/watch?v=ImE8ZyoKUaQ
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
5. Consider the characteristics of different types of message appeal.
Need to transmit information;
Informational appeals
• Factual• Slice of life• Demonstration• Comparative advertising
Need to appeal emotions;
Emotional & Transformational appeals (Fill p388-392)
• Fear• Humor• Animation• Sex• Music• Fantasy & surrealism
= Form of the message.
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.
= Content of the message.
Reduce uncertainty/ fear/ negative emotion.
Transform to positive emotion:• dull elated• bored exited• apprehensive flatteredBy providing product information.
By providing lifestyle.
Balance sender & receiverTension:
– transmit information
versus– appeal emotions
Who organization is:
Current Corporate Identity
versus
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.
THEREFOREOrganization needs a Sustainable Corporate Story
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)
Reputation Platform (2)• The distinguishing
characteristic of a reputation platform is that everyone recognizes the company on the basis of 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 observers. (Van Riel 2007 p136)
JUST DO ITStarting point: Action
Starting point: Speed & Service
Criteria for quality of Reputation Platform (Van Riel 2007 p136)
Is the Reputation Platform1. Relevant2. Realistic3. Appealing
Fill:
Tension: transmit information
versus appeal emotions
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.
A good corporate story should be no
longer than 400-600 words. (Riel 2007
p146)
Building Blocks of Corporate Stories (Riel 2007 p145-146)
• Unique elements
• Unique plots
• Unique presentation
• 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.?
• Who are actors & what are actions?• Rabo Bank: no investors therefore customers play main role.• Apple story = Steve Jobs story.
• Symbols : Visual Communication: Art
• Communication : Textual Communication: Copy
JUST DO IT
Visual & Textual Communication
2D, 3D & experience
Visual & Textual Communication
2D, 3D & experience
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
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
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)