Balancing uniqueness and similarity: A content analysis of textual characteristics in Dutch corporate stories

Suzanne Janssen, Carlien K.A. van Dalfsen, Joris J. van Hoof, Mark van Vuuren

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

Writing corporate stories to articulate identity is challenging because one must balance between the recognizable similarities with other companies (e.g., core activities, type of industry) and the company's own uniqueness. In the present study, we propose a conceptualization of corporate stories in terms of similarity and uniqueness, and present a scheme of six main categories of textual characteristics: general, style, structure, content, genre, and layout. The scheme is illustrated in a content analysis of 45 Dutch consumer-focused corporate stories. The results indicate that, contrary to the literature and guidelines on corporate stories, similarities in textual characteristics with other corporate stories are as typical for a corporate story as its uniqueness. Theoretical and managerial implications are discussed. © 2011 Elsevier Inc.
Original languageEnglish
Pages (from-to)32-39
JournalPublic Relations Review
Volume38
Issue number1
DOIs
Publication statusPublished - Mar 2012
Externally publishedYes

Fingerprint

Dive into the research topics of 'Balancing uniqueness and similarity: A content analysis of textual characteristics in Dutch corporate stories'. Together they form a unique fingerprint.

Cite this