How to identify stakeholders/ target
audience?
Stakeholder can be a person, group or organization. They are directly impacted by the decisions and actions the company/organization makes. Stakeholders can also directly impact the company/organization by their actions and decisions. The Stakeholders are engaged with the company's reputation management for example. This is why it is important for the company to listen to their stakeholders as well as understand their expectations.
Audience are the receivers of the message that the companies/organizations are pushing to them, Audience job is to observe the performance not participate in it.
Source:
http://standingpartnership.com/blog/entry/audiences-and-stakeholders-knowing-the-difference-is-critical-to-reputation-management
Audience are the receivers of the message that the companies/organizations are pushing to them, Audience job is to observe the performance not participate in it.
Source:
http://standingpartnership.com/blog/entry/audiences-and-stakeholders-knowing-the-difference-is-critical-to-reputation-management
How to make an effective storytelling?
Examples.
An effective storytelling should have a happy ending. Emotional narratives about the company's mission attracts customers. Most stories tend to have heroes that have to overcome some kind of an obstacle. The heroes also tend to have a humble background.
Source:
https://hbr.org/2007/12/the-four-truths-of-the-storyteller
Class notes
Examples:
New Bell's South Africa TV Ad
https://www.youtube.com/watch?v=VteDp3IK-60
Guinness Basketball Commercial
How to communicate corporate values
through storytelling?
- Convey corporate values:
- Build more effective teams:
- Help people cope with change:
- Increase sales:
- Attract and retain employees:
http://www.corpstory.com/blog/2014/08/5-easy-ways-to-use-storytelling-in-corporate-communications/
