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Why the PR strategy of storytelling improves employee engagement and adds value to CSR: An integrated literature review

This literature review paper examines theoretical text on corporate storytelling to ascertain if it can be a valuable public relations (PR) strategy to heighten employee engagement, and to identify how storytelling may improve internal loyalty to the corporate brand that ultimately strengthens... Full description

1st Person: Robert Gill
Source: in Public relations review : a global journal of research and comment Vol. 41, No. 5 (2015), p. 662
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Type of Publication: Article
Language: English
Published: 2015
Online: Volltext
http://search.proquest.com/docview/1757703155
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