ABSTRACT
Today’s communications professionals are constantly looking for methods which really engage employees in the business – a prerequisite for high performance, and for employee and customer retention. One highly effective approach that is being used more and more is a method that is thousands of years old – the use of narrative pictures. Pictures, metaphor and storytelling are being used by organisations as a way of encouraging dialogue and increasing understanding between managers and their teams. At first glance they can seem very simple – a piece of paper with images, depicting a story. However, they can be used to convey complex messages and to demonstrate, for example, the links between market context and business strategy, between organisation-wide initiatives, between activities of the organisation and its impact on the environment.
