A company’s story is its calling card in the marketplace.
You can call it a mission statement, a manifesto, or a narrative that elicits certain feelings about a company’s brand. Historically, it was a solid, static story with a beginning, middle and end. Communicators focused on carefully crafting it and controlling their company’s message at all costs. But, of course, that’s just not realistic anymore. With the rise of social media, increasingly vocal critics and employee activism, communications professionals have found themselves loosening their grip on the company story.