COMMUNICATING STRATEGY IN SOUTH AFRICA USING STORYTELLING

Abstract

The purpose of the research was to explore the power of storytelling as a tool or medium in communicating strategy to a company’s employees. This study explored and researched why storytellers and strategists were making companies aware of this powerful form of communication, and why they thought storytelling could be used for effective communication of strategy. Consequently this study was a storytellers’ and strategists’ view of what they considered the key factors for stories to be effective in communicating strategy. Five storytellers and five strategists were interviewed; all 10 interviews were transcribed and summarised. The results have been recorded in bullet form, and summarised with key findings, patterns and trends. These findings have been supported with selected direct quotes from the interviewees. From the review of literature and interviews with ten interviewees (storytellers and strategists) the following emerged:- • Many different forms of stories were used; the choice was based on the user’s preference. In addition, a certain type of story was selected to best meet the needs of a particular organisation at a particular time. • Stories were best delivered orally and in person, and storytellers used a variety of techniques to enhance the effect of the story. • The ‘world’ and culture of an organisation had to be researched and understood before a story was selected. This was essential to ensuring that the story was relevant and meaningful. It seemed the use of storytelling was popular and generally effective in communicating a corporate message, whatever the nature of this message may have been. The general impression was that this method of communicating strategy was becoming increasingly in demand in organisations. In addition, areas of possible further research were identified.