Article: What is corporate storytelling and why does it work?

If you are looking to connect with your internal and external audiences, the key is authenticity.

Sharing your mission, values, culture, brand proposition and employee success stories through compelling content evokes emotions, creates connections and builds trust through lasting engagement. Stories are both memorable and meaningful because they are grounded in truth and people are more likely to listen to what you have to say.

What does this mean for you? It's not always obvious to organisations what their stories are or, more often than not, what they want to say is buried deep in formal corporate statements. After a career spent writing, I dedicate at least two thirds of my time to listening, planning and strategising. That's the most important part of storytelling - AI won't get you there but I will.