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^^RESEARCH AND PRACTICE”What Is Our Story” Philip Morris’s Changing Corporate NarrativePatricia A. McDaniel, PhD, and Ruth E. Malone, RN, PhDCorporate storytelling isthe course of action of creating and delivering an organization’s message by utilizing narration about men and women, the organization, the past, visions for the future, social bonding, and work itself . . . to make a new point-of-view or reinforce an opinion or behavior.1(p3)Understanding a company’s values, challenges, past, and vision for the future aids foster employee trust and support1,2 and could enhance a company’s internal reputation.1 Corporate stories may thereby boost corporate social duty efforts by producing higher employee acceptance with the company’s responsibility claims and willingness to market this reputation to external audiences.1(p9),3 In contrast to other operate that has examined its external image repair methods,4—9 we explore the internal corporate storytelling of Philip Morris Companies (PMC; now Altria) through the late 1990s and early 2000s, when PMC was the parent business of Philip Morris USA (PM USA), Philip Morris International, Kraft Foods, and Miller Brewing. This was a time of unprecedented public relations pressures, with PMC (and other tobacco corporations) facing litigation, whistleblower accounts of wrongdoing, regulation threats, and plummeting public opinion.10,11 In response, PMC reconstructed its corporate narrative for internal and external audiences, with social duty as a crucial theme. We analyzed PMC’s efforts to convince its staff to adopt the “new” narrative and regard it as constant with the “old” narrative.Objectives. We sought to learn how staff reacted to adjustments inside the corporate narrative of Philip Morris Businesses (PMC) inside the late 1990s and early 2000s. Strategies. We analyzed archival internal tobacco sector documents about PMC’s creation of a new corporate story. Final results. In response to litigation and public opprobrium, PMC replaced its market place success riented corporate narrative using a new 1 centered on responsibility. Even though management sought to downplay inconsistencies in between the old and new narratives, some workers reportedly had difficulty reconciling them, concerned that the responsibility concentrate might have an effect on business profitability. Having said that, other people embraced the new narrative, suggesting radical suggestions to prevent youth smoking. These ideas weren’t adopted. Conclusions. PMC’s new narrative was unconvincing to numerous of its personnel, who perceived it either as a threat towards the company’s continued earnings or as incongruous with what they had 6-Hydroxyapigenin site previously been told. As it had accomplished with PubMed ID:http://www.ncbi.nlm.nih.gov/pubmed/21324718 the public, PMC misled its workers in explaining a narrative repositioning that would assist the firm continue small business as usual. Moving toward a tobacco endgame will need ongoing discursive and symbolic efforts to disrupt this narrative. (Am J Public Well being. 2015;105:e68 75. doi:10.2105 AJPH.2015.302767)METHODSLitigation against the tobacco sector has resulted within the release of greater than 14 million previously undisclosed industry documents12,13 now archived at the University of California, San Francisco, in a full-text searchable electronic repository.14 We employed a snowball sampling method to search the archives,beginning with broad search terms (e.g., corporate duty) and making use of retrieved documen.