Corporate storytelling as an effective internal public relations strategy

Abstract

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 communication