Annual Italian ASCAI workshop charts new storytelling strategies

In an increasingly dynamic and interconnected work environment, internal communication plays a crucial role in a company’s success. A key element in making this communication truly effective is storytelling. But why is storytelling so important?

The answers came on May 16 and 17 from Fiesole in Italy, where leaders and managers from some of the most important Italian companies gathered to participate in the annual Ascai workshop.

The inspiration for this 39th edition of the meeting was provided by Professor Andrea Fontana, author, essayist, and sociologist of communication and narrative media, and a professor of storytelling and business narration at the University of Pavia, where he also serves as the Academic Director of Italy’s first university master’s program in Narrative Sciences.

Fontana has involved more than 30 representatives of companies associated with Ascai in a journey to explore and share opportunities, methods, tools, and narrative strategies that can make a difference in internal communication activities today more than ever.

Here are some highlights of the reflections proposed by Fontana during his lecture, which were then shared and discussed by the participants, and will be summarized in the Fiesole Charter, traditionally issued after the workshop.

Improves Internal Engagement

Storytelling transforms ordinary information into engaging stories that resonate with internal stakeholders. Narrating the company’s mission, the challenges overcome, and the successes achieved makes employees feel part of a larger narrative, motivating them to actively contribute.

Strengthens Corporate Culture

Through well-told stories, the company’s values and vision come to life. Stories of colleagues embodying these values inspire others to do the same, creating a strong sense of belonging and cultural alignment.

Facilitates Collaboration

Shared stories create connections between team members, overcoming hierarchical and departmental barriers. Sharing successes, experiences, and lessons learned through storytelling promotes an environment of trust and collaboration.

Manages Change

During phases of change, storytelling helps communicate the future vision and explain the “why” behind transformations. This reduces uncertainty and resistance, helping internal stakeholders see change as part of a continuous and meaningful narrative.

Increases Operational Efficiency

Internal communication enriched with storytelling makes information more exciting, memorable, and understandable. Stories simplify complex concepts, reducing errors and misunderstandings, and improve operational efficiency.

Investing in internal communication tools and strategies that integrate storytelling is not just a benefit for employees, but a key element for the company’s long-term growth and success. Creating an environment where communication and storytelling are valued means laying the foundation for a stronger and more cohesive organization.

*COMPANIES PARTICIPATING IN THE 2024 EDITION

ACEA, ACQUEDOTTO PUGLIESE, AGENZIA DELLE ENTRATE, AVR SPA, BNL BNP PARIBAS, COMPANIES TALKS, CREDIT AGRICOLE, CROMOLOGY, IBM, INAIL, INTESA SANPAOLO, IREN, FONDAZIONE LINKS, LUISS, MANAGERITALIA, MBDA, PIAGGIO, POSTE ITALIANE, BANCA SELLA, STORYFACTORY, TIM, TRENITALIA, UNIPOL SAI, VORWERK ITALIA.