This thesis aims to examine corporate storytelling and provide a more holistic understanding of the communication strategy by exploring the recipients experiences of such type of communication. On a more particular note the study tries to provide an understanding of how corporate storytelling is received by potential consumers and in which ways corporate storytelling can contribute to organisations legitimacy. Hence, the theoretical framework of legitimacy by Max Weber (1922) are used to approach the aim of the study. Other theoretical frameworks applied in this study are those of Erving Goffman (2014) and Walter Fisher (1984), namely management impression and the narrative paradigm. The empirical data on which the result is based upon are gathered through interviews were the informants are asked questions about their experiences of four different commercials in which corporate storytelling are applied in two of them and more traditional marketing communication in the other two. Thus, the study takes a qualitative and comparing approach to the research. Moreover the study finds that corporate storytelling could be seen as a form of management impression as the strategy seems to increase organisations positive conspicuity and contribute to their ability to differentiate themselves. It also finds that the communication produced by corporate storytelling is perceived to be more authentic and coherent as well as clear regarding the ability to provide the story with distinct moral and values. In essence this means that corporate storytelling could be associated with narrative rationality, which is believed to be one major reason to how corporate storytelling affects potential consumers, which in return also answers the question to in which ways the strategy can help organisations to generate legitimacy. Lastly the study finds that an organisation by implementing corporate storytelling in their external communication could generate organisational charisma, which is seen as an important part of organisations quest for legitimacy. It shall also be noted that the study concludes that more research need to be conducted in order make more generalising claims.

Purpose – Corporate communications is often less successful when it is competing for influence with neighboring functions such as marketing or sales within organizations. This article addresses the internal positioning of communication departments by developing a conceptual framework which helps to understand, analyze and optimize their standing in organizations. Design/methodology/approach – The research is based on a literature review across several disciplines (e.g., organizational communication, strategic management) and supported by 26 qualitative in-depth interviews with board members, executives, and communicators in a global industry company. By combining the theoretical and empirical insights, a framework for positioning communication departments within organizations was developed. Findings – The framework depicts seven strategies (e.g., expectation and impression management, supporting ambassadors from other departments) and three spheres of influence (organizational integration, internal perceptions, and social capital) to strengthen the position of corporate communications. Research limitations/implications – The conceptual framework has been supported by one case study so far, and future research may further develop and verify it by applying it to a larger number of companies in different industries. Practical implications – Practitioners can use the framework as an analytical tool to reflect the current situation in their organization and identify opportunities for strengthening it. Originality/value – This article introduces a novel view in the academic debate about the role and influence of corporate communications. It establishes a framework that helps to identify different drivers and strategies, and lays ground for future research.