When the Superman is not forthcoming: Art of Storytelling in new disruptive world
Subhrajit Dutta: Assistant Professor Centre for PR-Corporate Communication and Entrepreneurship Skills Storytelling is a science and an art in itself. Like Maslow’s hierarchical pyramid, every story addresses a need that touches one or more stages of evolution. Every story has an objective. Like Panchatantra , an ancient Indian collection of stories, written by Pandit Vishnu Sharman on the invitation of a king, who was worried about the future state of his kingdom after his demise. His three ignorant sons needed to learn R ajvidya quickly - the know-how to run a kingdom. In a corporate story, the organization needs fulfillment of objectives. There is an overarching theme, i.e., a company’s core values that get reflected in the Mission and Vision of the organization. A corporate story must enshrine these core values and must be in the same line in all its applications – whether it’s a corporate film, a corporate brochure, an annual report, a websi...