Corporate story
Many people have written about the sustainable corporate story, basically
describing it as a comprehensive narrative about the entire company,
including things like its history and mission statement ( van Riel, 2000 ).
Because it is unique to each company, and goes beyond corporate image
to include more descriptive elements, it offers an opportunity for creating
a consistent, believable impression. van Riel (2003) has identified
four criteria that he feels are necessary to the development of an effective
corporate story. It should be relevant with regard to the company ’ s
various target audiences; responsive in that it allows for an interaction