Companies face increasing pressures to account for their operational impacts on society, amplified by the exponential growth of the internet and calls for transparency by consumers, investors, media, NGOs, government and other stakeholders in the wider community. This how-to guide is based on interviews with skilled CR practitioners and is intended to provide practical guidance for managing the information challenges that arise from working in the complex and uncertain world that exists both in and outside organisations. Using a model of knowledge management developed by Prof. J. C. Spender, the concepts of ‘narrative intelligence’ (Denning) and ‘corporate storytelling’ (van Riel), the authors distilled responses from the best practice interviewees into a practical model for other CR practitioners who face comparable knowledge management challenges in their organisations.
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