Storytelling as Part of Organisational Communication
Storytelling as Part of Organisational Communication

Summary/Abstract: This paper is based on an increased awareness of the limitations the transmission model of communication as well as the Western intellectual tradition have had on Business Communication. Its purpose is to bring to attention some developments in the area of Business Communication which reveal storytelling as a powerful tool in shaping messages and making them accessible in business contexts, especially in change and knowledge management. After briefly presenting some types of stories as well as some of their attributes, as they were discussed by practitioners, we examine significant proofs of a change of perspective regarding the role of storytelling in organizations.

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