ABSTRACT
Storytelling now becomes an increasingly popular tool in public relations. It consists of several features that maximize the functions of public relations such as managing relationships, and communicate as well as instill corporate values internally and externally. This study evaluates the application of storytelling in public relations practices of a fast-growing technology company in Indonesia, GOJEK. Content analysis and utilizing the concept of rhetorical principles in storytelling, as well as master plots of storytelling, are conducted. A story about an employee creating impact for the drivers by creating an easier way of transactional withdrawal is examined. Theoretical and managerial implications are discussed.
