Table of Contents
What is storytelling in communications, and why does it matter in internal comms?
Internal comms professionals are under constant pressure to engage, align, and inform – often with limited time, attention and resources. Inbox fatigue is real. Strategy decks are ignored. Change feels like a constant. That’s where storytelling in communications earns its place – not as decoration, but as a strategic necessity.
Storytelling isn’t just for campaigns or branding. Inside organisations, it’s how we turn abstract goals into real meaning. A well-told story creates emotional resonance. It helps employees see themselves in the narrative – whether it’s about a new vision, a behaviour shift, or a culture change. And unlike one-off announcements, stories invite engagement over time.
Importantly, storytelling creates coherence. It’s how fragmented updates, department priorities, and shifting directives come together in a way that feels human. In a hybrid or global workplace, stories build connection across distance and difference. And that connection is where real alignment begins.
How do you write an effective story for internal communications?
Not all stories are created equal. In internal comms, the most effective stories are intentional, structured and emotionally grounded. A good story in this context should be:
- Relevant: Speak to what people care about right now.
- Authentic: Avoid corporate-speak; use natural language and real voices.
- Emotional: Show the highs and lows. Struggle creates relatability.
- Clear: With a recognisable beginning, a challenge or change, and a meaningful outcome.
A strong internal story can come from anywhere. It could be how a frontline team solved a local issue, how someone learned from a mistake, or how a cross-functional group tackled a challenge differently.
Even short, specific stories can be powerful. For example: “Sarah in Finance streamlined a monthly task from 5 hours to 1 by using the new dashboard. Now she uses that time to coach her new hire.” This isn’t just about efficiency – it’s about empowerment.
What are the benefits of using storytelling in communications?
When done well, storytelling in communications delivers measurable and meaningful impact across the business. Here’s how:
- Boosts retention: Stories are remembered up to 22x more than facts. When your comms need to land, stories help them stick.
- Builds culture: Stories bring your values to life. They make abstract behaviours visible – and repeatable.
- Supports change: Change is emotional. Stories provide context and reassurance, especially when employees hear how others navigated similar situations.
- Elevates comms: Storytelling shifts internal comms from tactical delivery to strategic influence. It’s not just what’s said – it’s how it’s framed.
- Humanises leaders: When leaders tell personal stories, they’re seen as people – not just role holders. That builds trust, especially in times of uncertainty.
- Improves message performance: In surveys, story-led messages consistently receive higher engagement, better recall and stronger alignment.
Storytelling in communications turns passive information into powerful engagement. It boosts memory retention, builds culture, supports change and elevates the strategic role of internal comms. By humanising leaders and improving message performance, storytelling helps teams connect emotionally – and take action.
How can internal comms teams use storytelling effectively?
Want to bring storytelling in communications into your daily practice? These strategies help you build capability and culture at the same time:
Start with a goal
What’s the business or behavioural outcome you need? Work backwards to find or craft the right story to support it.-return to get the text just below the header.
Use a story framework
Structure makes storytelling easier. Try:
Context → Conflict → Resolution → Outcome → Call to Action
Feature employees
Put the spotlight on real people. Not just leaders – everyone. Use quotes, short profiles, or first-person snippets.
Embrace variety
Stories from different teams, locations, and demographics create more inclusive comms and uncover powerful insights.
Repurpose stories
One great story can be told many ways: a paragraph in an email, a video at a town hall, a slide in onboarding, or a poster in the lift.
Ask better questions
Story-worthy answers come from better prompts. Try:
- “What were you proud of?”
- “What changed after this experience?”
- “What would you want others to know about this challenge?”
To embed storytelling in communications, start by linking each story to a clear business or behavioural goal. Use a simple structure to shape narratives and focus on employee voices – not just leadership. Diversify who and what you highlight to ensure stories reflect your whole organisation. Maximise impact by repurposing strong stories across formats and spark better insights by asking open, reflective questions. With the right approach, storytelling becomes a repeatable, scalable part of your comms strategy.
What formats work best for storytelling in internal comms?
The format matters as much as the message. Great stories fall flat if the delivery is wrong for the audience. Consider these formats:
Adapt the format to fit your capacity and platforms – but always prioritise authenticity over polish.
What are common mistakes in storytelling for internal communication?
Even seasoned teams sometimes struggle to get storytelling in communications right. Watch out for these common pitfalls:
- Overpolishing: If it sounds like marketing, it won’t land. Authenticity is more powerful than perfection.
- Too top-down: Don’t over-rely on leadership stories. Peer stories are often more relatable and inspiring.
- Lack of feedback loop: If you’re not measuring impact or listening to reactions, you’re missing opportunities to improve.
- One-and-done: A single story won’t shift behaviour. Make storytelling part of your rhythm, not just a campaign tool.
What are some easy ways to get started with storytelling in communications?
You don’t need a big budget or a content team. Start small and build momentum:
“Moments That Mattered”
Invite people to share 1–2 sentence stories about something meaningful at work.
“Value in Action” spotlights
Show your values through employee-led examples.
“My First Job” series
Ask leaders to reflect on their earliest lessons – it’s disarming, engaging and universally relatable.
Story audit
Review your last 10 pieces of comms. How many include a story? How many could?
Story wall
Create a digital or physical space to display new stories monthly – short, visual and easy to consume.
These ideas aren’t just content – they’re connection points.
Conclusion: A Culture Powered by Storytelling
In today’s complex and often disconnected work environments, storytelling in communications isn’t just useful – it’s transformative.
When stories are embedded into your internal comms strategy, you don’t just inform – you inspire. You help people make sense of change, feel proud of their contribution and see themselves in the future of the business.
More than ever, comms teams have the opportunity to shape not just what is said, but how people feel. And storytelling is your most powerful tool to do just that.
FAQs: Storytelling in Internal Communications
What is storytelling in internal communication?
It’s the use of real or structured narratives to make internal messages more memorable, relatable and effective.
How can I get employees to share stories?
Start by asking reflective, specific questions and building trust. Encourage managers to nominate peers.
How do I measure the impact of storytelling in communications?
Track engagement (views, likes, replies), message recall in pulse surveys, or narrative mentions in feedback.
Can storytelling support change management?
Yes – storytelling helps employees understand the “why” behind change and relate to others who’ve been through it.
I don’t have time to write long stories. What can I do?
Use short formats like quote cards, two-sentence spotlights, or audio snippets. Small stories can be powerful.
Ready to Put Storytelling into Practice?
Whether you’re just starting or looking to elevate your current strategy, storytelling in communications can help you connect, inspire, and align your teams more effectively.
ICPlan makes it simple to build storytelling into your comms workflow – with tools that help you plan, schedule, and measure content across every channel.
🔹 Book a free consultation call to see how ICPlan can help optimize your stakeholder engagement.
🔹 Or, start a 14-day free trial and experience the benefits firsthand.
Or start now by sharing this blog with your team and identifying one story you could tell this month.
Small stories. Big impact.
