Storytelling in Business - Essay Example

RESEARCHERS WHO FOCUS ON STORIES ARE MISSING THE POINT. ORGANISATIONAL ETHICS ARE ECONOMICALLY DETERMINED IN THE LAST INSTANCE.  DISCUSS. By Course Institution Instructor’s name Date In the current society, storytelling in organisations has played a major role in organisational change and power with little attention to its effect on the organisational ethics. Researchers have argued that when storytelling becomes of major concern in an organisation, the ethical responsibility diminishes. On most occasions during storytelling, the place of ethics has been left unexamined. In most of the cases, the organisational ethics are determined after the storytelling. Most organisations look at the impact of the stories in relation to productivity and forget the place of the organisational ethics. Thus, the essay discusses how the researchers who focus on stories are missing the point in relation to organisational ethics which are economically determined in the last instance. An organisation is formed by people with different interests and backgrounds. The people come together with a specific objective. They all work to achieve the organisational goals. Employees are important assets of the organisation thus; there must be rules and regulations to maintain the organisational ambience and decorum. The rules and regulations are the organisational ethics that guide the behaviours of the employees and at the same time show how different activities should be carried out. It also refers to the code of conduct that leads the operations of the organisation (Gabriel, Hirschhorn & Allcorn 2009, p. 17). In the today’s society, organisational storytelling has emerged as a discipline in management and strategy. It is a tool that is used by business people as a way interpreting and understanding organisational life. Most organisations have used it to connect the employees to strategy, by motivating the personal contributions that employees can make. They also provide understanding of most of the management techniques. Managers have to know how to deliver a story effectively because it is a powerful communication and influencing skill (Schwartz & Harris 2014, p. 25). Stories clearly portray how individuals make sense or insight on their word. It is a strong organisational tool. Storytelling as part of human communication is used in organisations to connect with employees, communicate organisational values, and build trust. A good story is used to transmit complex messages because it creates feelings and emotions among the target audience. Unlike the lecture style of communication in an organisation which evokes counter arguments, storytelling inspires people to take independent actions. Stories make an imprint on the minds of the people because an individual will vividly remember a story (Parikh & Gupta 2010, p. 14). Thus, there is a lasting effect. Storytelling is a communication strategy that is acknowledged by many theorists because of its impact on the target audience. However, apart from focusing on storytelling, it is important for managers to understand that organisational ethics are very important for the success of the organisation. Ethics are the values and principles that govern the activities in an organisation. The ethical philosophy of an organisation determines the productivity and the reputation of an organisation. The rules and regulations that are laid down may affect the loyalty and morale of the workers. Thus, it is important for managers to know how to come up with ways of communicating the organisational layout of the organisation. Integrity and ethics build a solid foundation for community and improves the company’s image (Parikh & Gupta 2010, p. 16). A company should mostly focus on its reputation and later its profits. A good reputation will sustain a business in a competitive market. Consequently, the codes and ethics in an organisation, build up the organisational culture. Managers in an organisation build an organisational culture by exhibiting and emphasizing on the observance of certain behaviour that they may want to see on the employees. In some of the organisations, employers ensure that the behaviour is reinforced by rewarding those that exhibit the behaviour. Through a good ethical culture, there is an increase in production leading to profit making in the organisation. With good organisational ethics, employees are retained reducing the costs of replacing employees (Denning 2011, p. 16). Subsequently, successive change in an organisation depends on effective internal communication. Change in an organisational level mainly impacts on five main areas which are structure, systems, role, personal level and strategic plan of the organisation. Nowadays, organisations are operating in hyper-turbulent change intensive environment, hence they need to apply principles that will make them succeed in the competitive market (Gorp 2005, p. 41). Storytelling is one of the most effective methods to ensure that employers are involved in deeper engagement with their employees. Using stories ensures that there is enhancement of loyalty and positive internal culture. Apart from storytelling, for transformation to take place, there must be a commitment of the employees, participation, and acceptance. The employees must be involved in the organisational structure for instance implementation of some of the rules and regulations in an organisation. The management should play an important role in communicating the vision for change for the employees. Through the organisational ethics, an organisation aligns itself with the business needs and improves the performance of the organisation bringing a positive outcome for the stakeholders (Gorp 2005, p. 54). Subsequently, for an organisation to succeed, it must employ an interactive culture between employer and employee. The interactive culture created healthy relations with the management. Employees and employers must share information for the development of the organisation to take place (Hill & Jones 2009, p. 54). Storytelling is one of the components that can be used to enhance employee communication. However, it must be authentic, tangible, realistic and credible. It should draw the attention of the internal stakeholders by ensuring that one engages their intelligence and emotions. Storytelling should be used as a tool that ensures that the target audience is involved in the thought process. Additionally, through the use of stories for organisational communication, the perspective of the company is broadened. Stories can be used to convey to the public the values of the company and product and services that the company offers (Hill & Jones 2009, p. 55). The companies use storytelling to lessen the gap between the employees and the company. It creates a bridge of mutual understanding, loyalty and longevity. Storytelling in an organisation is a fundamental part of human imagination and intelligence. It ensures that the workers are working together towards the achievement of the organisational goals. Organisational values are passed from one person to another through storytelling. Researchers have focused on storytelling while at the same time forgetting the organisational ethics. Some of the researchers have referred storytelling as a narrative approach that evokes memories among the target audience making the information being conveyed tangible. Through storytelling, the company’s goals and values are shared among the employees (Quinn & Davies 2009, p. 12). It is a technique that is built on the basis of psychological and pedagogical techniques, hence creating a long lasting effect on the listener. It is a way of framing information to make it memorable, meaningful, and understandable. Thus, storytelling has a positive effect because it creates a solid relationship between the involved parties. Ideally, organisations use storytelling because they give a deeper insight imagined future, past and present experiences and life experiences. Human beings portray their life experiences and relate them to what is happening in the world. Stories create memorable pictures in the minds of the listener. Through storytelling, the listener remembers some of the events vividly (Freeman 2010, p. 21). Thus, storytelling has been used severally because it promotes understanding when one wants to give information about the organisation. In most cases it has been used to educate, train and communicate specific details resulting in organisational change. However, the question remains whether the organisational ethics are maintained even after the change. Notably, the power of the organisational change does not come from the stories, but the images that it creates in the minds of the listeners. Through this, it is clear that knowledge gaining knowledge is a continuous process. When the stories are told, the listeners are left to make their own decisions. Thus, the listeners have to adopt an open mind set for them to make appropriate decisions. Additionally, storytelling mainly works in the internal operations of the company (Cassidy 2001, p. 19). When storytelling is used in an organisation, it brings people in an organisation psychologically and physically closer. Storytelling also allows personalized cognition because the parties relate their experiences to the stories. As a result, there is symbolic information conveying important meaning to the target audience. Storytelling enhances recollection and commitment among the parties involved. Additionally, in most cases storytelling has been used to reinforce the behaviour by focusing on the visions of the future. Communication is one of the effective tools that enhance the achievement of the organisational goals (Cassidy 2001, p. 20). It plays a crucial role in the success of a business because it acts as a means to motivate people to work towards the achievement of the organisational goals. Storytelling has also been used as a tool of communication that has a universal appeal to a group of audience who has diverse learning styles and diverse interests. In most organisations, public relations practitioners have fostered loyalty and trust by creating an emotional bond with both internal and external stakeholders. Stories started when man started living in curves, and people came up with ways of ensuring that they entertain themselves. Originally, the stories carried moral lessons that the young people were supposed to learn. They guided the behaviour of the individuals in the society. Organisational ethics mainly focuses on promoting positive human behaviour and ensuring that all the laid down rules and regulations are followed. The ethics are set to regulate human behaviours in the organisation. Each role of an individual is defined to ensure that every person specializes in an area, which she or he can give maximum input to the organisation. The laid down rules and regulations must cater for the both the external and internal stakeholders to promote the organisational image (Holman & Thorpe 2003, p. 25). Moreover, an organisation works in ensuring that all the behaviours produce beneficial effects on the organisation and act within the organisational sphere of influence. Dealing with the organisational ethics ranges from highly proactive methodology to laissez-faire. An organisation, works to eliminate all the ethical lapses that could cause the collapse of an organisation (Holman & Thorpe 2003, p. 26). The sustainability of an organisation mainly depends on the standards that have been set to achieve the organisational goals. If an organisation does not uphold or maintain good moral values, it may later collapse. That is why researchers should come up with ways of ensuring that the morality of the organisation is maintained to promote a positive image to the external public. Ideally, when different organisations make decisions based on their standards of morality or judgments, they are said to have applied the laissez-faire approach. In this case, people are supposed to do the right thing which in most of the cases. It is not clearly defined. It clearly shows that every individual in an organisation has their own approach in determining the ethical standards (Preston 2004, p. 13). On the other hand, the ethical standards are determined by an extremely detailed manner in which there is a clear specification of the expected ethical standard. A good example of a strategy of defining the ethical standard is the handbook. The ethical considerations are spelt out in the handbook. Through this, the internal publics understand the ethical considerations that they should follow. The guideline is very important in enabling the employees to learn how they should relate to one another hence, resulting in positive development of the organisation (Glynn & Woodside 2009, p.24). Notably, the ethical philosophy of an organisation affects the conduct of an organisation. At the end the bottom line, it affects the company’s reputation and productivity. Thus, employees have to come up with a strategy to effect the loyalty and morale of the workers. In an organisation, the code of conduct is used to the acceptable behaviour in an organisation. Through good ethical leadership, the image and reputation of an organisation are enhanced. A good reputation for integrity and ethics improves the company business. Promoting ethical behaviour among the employees ensures that they complete all their work with integrity and honesty. Employees use ethics because it acts as a guideline in controlling all their behaviour and ensuring that they work towards achievement of the organisational goals. The ethical guidelines also ensure that they give work that is standard (Burg & Taekema 2004, p.15). Adhering to the ethical code of conduct, results in the creation of an ethical organisational culture. The organisational culture is exhibited by the constant adherence to the rules and regulations that are set by the organisation. Some of the organisation reinforces the organisational culture by rewarding those that practice and exhibit integrity. Through the observance of the organisational ethics and standards, there is an increase of morale among the employees because they are rewarded for the good work, which they perform. All employees are supposed to be treated with respect regardless of their race, lifestyles, and religion (McDaniel 2004, p. 36). Additionally, organisations are supposed to be socially responsible. For instance, if a company is working within a certain community, it should cater for the needs of the employees at all times. They should not pollute the environment in which the community inhabits. The company should maintain community standards to prevent explosions and other disaster occurrences, which may affect the community. They should be socially responsible and prevent the occurrence of the unethical practices, which may affect the functionality of the organisation. For a company to operate effectively, it must maintain a good rapport with the external environment (Woermann 2012, p. 42). Storytelling is a method that can be used to address the organisational ethical concerns. However, it had different limitations. The ethical strategies must consider the theory of varied communications to ensure that it is shared across a diverse audience (Lebeer 2002, p. 32). Additionally, storytelling is most effective in verbal communication. Face to face is the most effective media for sharing a story. Through face to face communication, the story teller shows the facial expressions and gestures which are very instrumental in storytelling. Delivering a story is more than words, but actions that should accompany the narrator. Additionally, the narrator has to be captivating to capture the attention of the audience. In most of the cases, storytelling is viewed as a less formal way of communication. It does not have all the principles of effective communication strategy. The considerations of the motivations, aspirations, and abilities are very important in the formulation of the communication strategy. There is a need for audience research before delivering the story to the target audience. Reflection also plays a critical role in storytelling for the purpose of organisational change (Harrison 200, p. 19). Additionally, the narrator must also narrate the story form a perspective that resonates to positivity with the audience. Face to face delivery of information is uncontrolled media and the narrators may narrate it according to their understanding. In conclusion, researchers have a great role to play to ensure that organisational ethics are put into considerations even if storytelling is the method to be used to deliver the message to the intended audience. Organisational ethic plays an integral role in ensuring that all the activities of the organisation are conducted in an acceptable manner. Having storytelling as one of the communication strategy should be minimal because most people see storytelling as a less formal communication. Thus, organisations should ensure that they use storytelling appropriately to pass the intended message to the public. Organisational ethics should always be put into considerations to ensure that the organisation runs smoothly. Bibliography Burg, W. V. D., & Taekema, S. 2004, The importance of ideals: debating their relevance in law, morality, and politics. Bruxelles [u.a.], PIE Lang. Cassidy, E. G. 2001,Media and the marketplace: ethical perspectives. Dublin, Inst. of Public Administration. Denning, S. 2011,The Leaders Guide to Storytelling: Mastering the Art and Discipline of Business Narrative. San Francisco, CA, Jossey-Bass. Flynn, G. 2008,Leadership and business ethics. [Dordrecht], Springer. Forman, J. 2013,Storytelling in business: the authentic and fluent organisation. http://site.ebrary.com/id/10656283. Freeman, R. E. (2010). Stakeholder theory. Cambridge University Press. http://www.myilibrary.com?id=253644. Gabriel, Y., Hirschhorn, L., & Allcorn, S. 2009,Organisations in depth: the psychoanalysis of organisations. Thousand Oaks, Ca, Sage. Glynn, M. S., & Woodside, A. G. 2009, Business-to-business brand management: theory, research and executive case study exercises. Bingley, JAI Press. Gorp, A. C. V. 2005,Ethical issues in engineering design; safety and sustainability. S.l, s.n.]. Harrison, R. 2005,The ethical consumer. London [u.a.], Sage. Hill, C. W. L., & Jones, G. R. (2009). Essentials of strategic management. Mason, OH, South-Western/Cengage Learning. Holman, D. J., & Thorpe, R. 2003,Management and language: the manager as a practical author. London, SAGE. Lebeer, G. 2002,Ethical function in hospital ethics committees. Amsterdam, IOS Press. Mcdaniel, C. 2004,Organisational Ethics: Research and Ethical Environments. Aldershot, Ashgate Pub. Group. Parikh, M., & Gupta, R. K. 2010,Organisational Behaviour. New Delhi, Tata McGraw Hill Education Pte. Ltd. Preston, N. 2004,Ethics for the public sector: education and training. Annandale, N.S.W., Federation Press. Quinn, J. J., & Davies, P. W. F. 2009,Ethics and empowerment. West Lafayette, Ind, Ichor Business Books. Schwartz, M., & Harris, H. 2014,Contribution of fiction to organisational ethics. Bingley, Emerald Group Publishing Limited. http://lib.myilibrary.com?id=641178. Woermann, M. 2012,On the (im)possibility of business ethics: critical complexity, deconstruction, and implications for understanding the ethics of business. Berlin, Springer. Read More