Climate for Creativity: The Use of Storytelling to Influence Climate Perceptions

Abstract

Storytelling may represent an effective approach to organizational communication. The present study examines the efficacy of a storytelling intervention intended to influence perceptions of organizational climate, where climate elements are related to creative performance, as compared with an intervention utilizing more traditional, fact-based presentation of climate information. Participant perceptions of climate variables appear to be more accurate when climate information is presented in story format. Variations on story level and context are explored, and implications for organizations attempting to influence perceptions using communication are discussed.