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Web of Proceedings - Francis Academic Press
Web of Proceedings - Francis Academic Press

Storytelling as a Framing Tool in Organizational Communication: A Case Study of Sebastian Coe’s Olympic Speeches

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DOI: 10.25236/mfssr.2019.067


Ning Xiao, Liu Jie

Corresponding Author

Ning Xiao


As the most influential person in organizations, leaders need to present the competence of them and their organizations to gain trust from their audiences. Oration is a common and effective way to achieve the goal. Thus, good frames are vital to leadership communication. Storytelling is a powerful framing tool which contains multiple messages at one time. In this paper, the author analyzed Sebastian Coe’s Olympic Speeches to see how he effectively used storytelling to win the bid. Other elements, such as visual supports are also helpful.


Storytelling, Organizational Communication, Leadership, Framing, Speech