| Abstract [eng] |
Today organizations must create value for audience in order to achieve long-term competitive advantage, Value is no longer limited to financial ratios, tangible assets, and influence. “Soft forms of capital” are emerging - organizational values, uniqueness, identity, social responsibility, attitudes towards sustainability, employee well-being, employer image, value to communities, and further. Communication with stakeholders must be based on values, emotions, respect, and sympathy. Thus, in order to respond to the interests and needs of different stakeholders and create a connection with the organization, it is necessary to establish corporate communication which is delivered in creative approach. One of such approaches is a corporate storytelling. This strategy is successful because people tend to think narratively, relate stories to their experiences, create images in their imaginations. In the foreign literature, this method is researched and described pretty widely, but there is a lack of research on how organizations communicate with internal and external stakeholders, how they exploit method of corporate storytelling, and what is the role of this method in the communication of Lithuanian organizations. Thus, the object of this thesis is the corporate storytelling. The aim of the work is to determine the application of elements of corporate storytelling in the corporate communication of organizations. To achieve this goal, the objectives are to analyze the theoretical aspects of corporate communication, the concept, elements, impact, and applicability of corporate storytelling. The method of content analysis examines the application of the corporate storytelling method and its role in the external corporate communication of Lithuanian hotels. Also, in order to find out how experts perceive this method and practical application to corporate communication by hotels, a semi-structured interview with Lithuanian communication experts is conducted. |
