Sign up to receive the Editorial Advantage by email. As a communications professional, you appreciate the power of stories. But you may find precious few opportunities to practice the storyteller's craft.
Organizations tend to drive communications into predictable patterns, which too easily become ruts.
The story, in which a hero or heroine confronts a situation and takes action, seldom appears in the mix. A few influential organizations are now telling stories to good effect in official publications. Through stories, management is expressing the meaning behind important events in a way that resonates with the ordinary person. Attaching meaning to events is an essential part of implementing policy. Most events are ambiguous.