frank wintle story in internal communications

Finding and using the corporate story in internal communications

Frank Wintle

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

Internal communication …

… is external communicationFinding and Using the Corporate Story in

Internal Communications - © Frank Wintle, PanMedia, 2009

Act One …. Act Two… Act Three

A rainy day in New York What he didn’t know And the winner is…

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

Once upon a time And then one day

What they didn’t realise Resolution

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

Once upon a time And then one day

What they didn’t realise Resolution

external or internal forces

critical choices made comprehension

a settled world

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

Once upon a time And then one day

What they didn’t realise Resolution

external or internal forces

critical choices made comprehension

a settled world

calm, complacent conflict, chase

character tested, changes

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

“Narrative is the primary human tool for explanation, prediction, evaluation and planning” ------- Mark Thomas, The Narrative Mind

“We live, and call ourselves awake, and make decisions by telling ourselves stories” ------ Julian Jaynes, The Origins of Consciousness

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

Once upon a time …

… And then one day

the settled worldthe stagnant worldcomplacencytorpor

calls to armsself-definitionsbattles won

chase… …race against time… …conflict

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

What they didn’t realise …

… Resolution

the ground shifts under your feetunintended consequencesnew enemies

reinventionsnew beginnings(because we have tostart again…)

…the true tests of character…

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

Seven Characteristics

1. Asymmetry

2. Simplicity

3. Austerity

4. Naturalness

5. Resonance

6. Freedom

7. Tranquillity

Adapted fromHisamatsu Shin’ichi: Zen and the Fine Arts

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

Desire

Urgency

Obstacles

FIRST MODEL

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

Challenge

Do nothing

Temptation

Journey

Goal

SECOND MODEL

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

… Momentum

Reaction…

… People

THREE RULES

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

FOUR TOOLS

1. Research 2. Character

3. Timing 4. Cause

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

What is the one essential story-factor that corporatecommunicators almost invariably leave out of their narratives?

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

What was the media report that emerged from this Press Release?

“Marathon Oil is implementing an organisational realignment plan and business process improvements that will further enable Marathon to focus on and execute on its core business strategies.”

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

“The only author worth reading is the one who doesn’t try to tell us what to think”

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

“Audiences shrink from sermons…”Akira Kurosawa

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

“I think that I have made them aware…”

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

The Corporate Journey...

Subjective to Objective, Author to Authoritarian....

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

So who’s your corporate story teller?

And where’s the story being told?

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009

frankwintle@panmedia.co.uk

Finding and using the corporate story in internal communications

Frank Wintle

Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,

PanMedia, 2009