Dealing with negative publicity Every organization makes Industry Email List mistakes. Also Tony's Chocolonely. For example, the brand story of the chocolate company mentions that the television program EenVandaag rapped the company on the fingers in Industry Email List 2010. The company used hazelnuts from Turkey and child labor is still used in their production. A painful issue for an organization that claims to be fully committed to slave-free chocolate, even Industry Email List when it comes to chocolate with hazelnuts. After all, it goes completely against identity and image. It's about how you deal with such issues. The chocolate producer is switching to Dutch Industry Email List growers and it communicates about this issue in its company story. That is a powerful way of communicating: admitting that you have not acted wisely and looking for a suitable solution for the Industry Email List mistakes made. It shows that you are a learning organization. Using storytelling as a tool Two Industry Email List things are important if you want to make effective use of storytelling . First and foremost, always act in line with your core values. If your organization presents itself as the most customer-friendly company in the Netherlands, it is not useful if mistakes are made in customer complaints. Yet mistakes are made in every organization. Also in Industry Email List the most customer-friendly company in the Netherlands. It's about how you deal with those mistakes, you can show that in your stories. Second, good characters are the main Industry Email List carriers of your story. An effective character has good and bad qualities, just like Industry Email List every human being. Your stories are therefore preferably written from the perspective of real employees. If you read in the organizational stories how those employees act and why they do that, the stories become more imaginable.