How to Tell Your Organization's Unique Story

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From the time I began my very first job in the communications field, I have worked on projects that are intended for external audiences. I delivered key messages to Canadians on behalf of our nation’s largest purchaser, engaged with online art and culture communities, worked on local promotional campaigns in agency and informed the public about health related topics. Although my passion truly lies in PR, I must admit that I am fascinated by what is done “behind the scenes” in order to create a strong organizational culture.

When internal communication channels come to mind most people automatically think of intranet, newsletters and message boards. However, storytelling plays a major role in constructing organizational culture. This motivational tool is especially powerful during times when organizations are dealing with difficulties such as a PR crisis (BP anyone?), an acquisition or during downsizing. Organizational stories can describe many things. It can tell a tale about how an organization was founded or how an employee revolutionized how the organization conducts their business. The main goal of storytelling is to help employees easily transmit and memorize key information such as values, visions, ideas and norms.

Some of my favorite examples of organizational story telling take place at FedEx, HP and Ford.  FedEx couriers share their unique stories about how they go through great lengths to stay true to the company’s motto: “Absolutely, Positively Whatever it Takes”.  One courier shared a tale about how he jumped in the ocean to retrieve a package that had fallen from his truck. At HP, employees are told a story about how the founders started the company with $538 in the garage behind a rented house in 1937. During a management meeting, 300 Ford managers were told the story about how a senior executive raised money to build a habitat for a gorilla who spent 27 years in isolation at the Atlanta Zoo.

What are the characteristics of a good organizational story?

According to Wilkins (1984) and Zemke (1900) there are five steps to take in order to ensure that the story impacts on the organization’s culture:

1. The organizational story must be concrete and non-fiction. Therefore it must be about real people, describe a real event and be set in a real time and place.  The point is to make the story relatable to all members of the organization no matter where they are located or what department they work in.
2. The story must be known to all members of the organization. This ensures that it is ingrained in the organization’s culture.
3. The story must be believed by the internal audience. Employees must recognize that it is also believed by their peers.
4. The story must be used as guidance. It should demonstrate how things are done within the organization.

What’s your organizations story?