Terminology
(What does “narrative” actually mean, anyway?)
“Narrative” is a trending topic and the term is being used differently by different people — so if you’re confused you’re not alone (you can learn more about different uses here.).
On this website, narrative describes the process of constructing a story and story describes the finished product: a single, whole thing, whether represented in a book or in a play or something else. Distinguishing the process from the product is useful in the work of producing stories; it’s more common to see “narrative” and “story” used interchangeably in fields not concerned with production.
Definitions
Note: these are the definitions used on this website; others may use different definitions. Learn more.
Communication
Narrative communications
Narrative change
Organizational storytelling
Organizational communications
Narrative
Story
Story-Model™
Strategic storytelling
Impact storytelling
The action of organizing information so that it is more useful.
A collection of information that has been organized into a format that makes it more useful.
A story that creates an audience effect of simulated learning.
Telling stories that are produced to achieve an audience effect objective. All organizational storytelling is strategic storytelling; all strategic storytelling is not organizational storytelling.
Organizational storytelling about the impact of an organization’s work on individual people or a social issue.
Sending information.
Organizational communications that includes storytelling.
The work of shifting public opinion on a social issue.
An area of organizational communications that produces stories about people, narrated and published by the organization, in service to the organization. All organizational storytelling is strategic storytelling.
Communications produced and distributed on behalf of an organization and its spokespeople.
Also “corporate communications” or simply “comms”.