The Corporate Narrative: Why narratives have so much appeal in the world of business and public opinion

Very Public Affairs Pod

Crafting and stewarding a corporate narrative has become a primary focus in many corporations, and is the well from which corporate public affairs teams are drawing messages and content to engage stakeholders and steward reputation. In this episode, the Centre's Wayne Burns examines the elements of a good corporate narrative, and seeks the views from senior executives from Twitter and Shell about their approaches to managing a corporate narrative and delivering it through corporate storytelling.