Reporter in der Organisation – Systemisches Storytelling für Journalisten

This article describes a storytelling method, which combines the craft of journalism with premises of systemic organizational development. It transfers the model of press freedom to the organization. Companies hire reporters to be free to cover the everyday life and culture inside the organization. Part of the method are storytelling-events where the reporters present their investigation to an internal public. The radical independence sets the systemic storytelling apart from other formats of corporate communications. The benefit is reliability. This opens new opportunities for companies to deal with itself and defines new turfs for journalists.