21/05/2021
MARK221
Pre‐recorded Lecture 12
Engaging Internal Audiences
Corporate Storytelling
Pre-recorded lecture 12
1. Communicating with internal
stakeholders
2. Corporate Storytelling
1
, 21/05/2021
Internal Audiences
Part 1
Think about:
• “Communication is the defining factor whether a group of
humans cooperating towards some common purpose are
‘an organisation’ or not.
• It is the means through which people express a common
purpose, agree on objectives and work together. An
organisation’s culture, which can be crucial in determining
its success or ensuring its failure, is created and expressed
primarily through communication.”
Tench and Waddington, 2021, p. 306
Do you agree with this statement?
2
, 21/05/2021
Formal and informal communication
Semi‐formal
Formal
Informal channels
• Part of getting • Job descriptions, • Leadership
your job done, quality standards generated eg.
and getting along and other policy Formal
with fellow documents. announcements
workers • Culture • Change
• Peer‐to‐peer such communications administration
as project such as mission such as closures
collaboration and value or restructuring
• Employee‐ statement • Crisis
generated such management –
as suggestion protocols and
boxes official
statements
These latter two elements comprise the core concerns of
internal communication as a strategic management function.
Definition
Internal communication is the term used to describe an
organisation’s managed communication system, where
employees are regarded as an internal public or stakeholder
group (Verčič et al. 2012 in Tench & Waddington, 2021, p. 307)
Two schools of thought
Emphasis on trust between management & employees,
and connectedness among employees as features of
relationship building.
• Relational perspective
Regards employees as stakeholders whose behaviour and
communication contribute to corporate identity exerting
a significant influence on corporate reputation
• The corporate communication school of thought
3
MARK221
Pre‐recorded Lecture 12
Engaging Internal Audiences
Corporate Storytelling
Pre-recorded lecture 12
1. Communicating with internal
stakeholders
2. Corporate Storytelling
1
, 21/05/2021
Internal Audiences
Part 1
Think about:
• “Communication is the defining factor whether a group of
humans cooperating towards some common purpose are
‘an organisation’ or not.
• It is the means through which people express a common
purpose, agree on objectives and work together. An
organisation’s culture, which can be crucial in determining
its success or ensuring its failure, is created and expressed
primarily through communication.”
Tench and Waddington, 2021, p. 306
Do you agree with this statement?
2
, 21/05/2021
Formal and informal communication
Semi‐formal
Formal
Informal channels
• Part of getting • Job descriptions, • Leadership
your job done, quality standards generated eg.
and getting along and other policy Formal
with fellow documents. announcements
workers • Culture • Change
• Peer‐to‐peer such communications administration
as project such as mission such as closures
collaboration and value or restructuring
• Employee‐ statement • Crisis
generated such management –
as suggestion protocols and
boxes official
statements
These latter two elements comprise the core concerns of
internal communication as a strategic management function.
Definition
Internal communication is the term used to describe an
organisation’s managed communication system, where
employees are regarded as an internal public or stakeholder
group (Verčič et al. 2012 in Tench & Waddington, 2021, p. 307)
Two schools of thought
Emphasis on trust between management & employees,
and connectedness among employees as features of
relationship building.
• Relational perspective
Regards employees as stakeholders whose behaviour and
communication contribute to corporate identity exerting
a significant influence on corporate reputation
• The corporate communication school of thought
3
