The purpose of this article is to analyze the new paradigms in which organizations operate and the increase of their expressiveness’s development. Throughout this article we cross different concepts and elements introduced by different authors, following a logical reason that leads to a better understanding of what is actually an expressive organization and how it can communicate better with their different publics, building a consistent corporate brand. Our intention with this article is to demonstrate the importance of storytelling and how these concepts can lead to a better corporate communication.
|Translated title of the contribution
|Expressiveness and organizational storytelling: contributions to the organizational communication
|Revista de Comunicação Pública
|Published - Dec 2014
- Corporate brand
- Organizational stories
- Corporate communication