Expressividade organizacional e storytelling: contributos para a comunicação organizacional

Translated title of the contribution: Expressiveness and organizational storytelling: contributions to the organizational communication

João Simão, Raquel Gorjão

Research output: Contribution to journalArticlepeer-review

Abstract

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 contributionExpressiveness and organizational storytelling: contributions to the organizational communication
Original languagePortuguese
JournalRevista de Comunicação Pública
Volume9
Issue number16
DOIs
Publication statusPublished - Dec 2014
Externally publishedYes

Keywords

  • Corporate brand
  • Stakeholders
  • Organizational stories
  • Storytelling
  • Corporate communication

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