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^^RESEARCH AND PRACTICE”What Is Our Story” Philip Morris’s Altering Corporate NarrativePatricia A. McDaniel, PhD, and Ruth E. Malone, RN, PhDCorporate storytelling isthe approach of establishing and delivering an organization’s message by utilizing narration about people today, the organization, the past, visions for the future, social bonding, and function itself . . . to make a brand new point-of-view or reinforce an opinion or behavior.1(p3)Understanding a company’s N-Acetyl-Calicheamicin site values, challenges, previous, and vision for the future assists foster employee trust and support1,2 and may possibly boost a company’s internal reputation.1 Corporate stories may possibly thereby boost corporate social responsibility efforts by making higher employee acceptance on the company’s duty claims and willingness to market this reputation to external audiences.1(p9),3 In contrast to other perform that has examined its external image repair strategies,4—9 we explore the internal corporate storytelling of Philip Morris Providers (PMC; now Altria) throughout the late 1990s and early 2000s, when PMC was the parent company 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 (as well as other tobacco organizations) facing litigation, whistleblower accounts of wrongdoing, regulation threats, and plummeting public opinion.ten,11 In response, PMC reconstructed its corporate narrative for internal and external audiences, with social responsibility as a essential theme. We analyzed PMC’s efforts to convince its workers to adopt the “new” narrative and regard it as consistent with all the “old” narrative.Objectives. We sought to understand how workers reacted to alterations within the corporate narrative of Philip Morris Organizations (PMC) inside the late 1990s and early 2000s. Solutions. We analyzed archival internal tobacco market documents about PMC’s creation of a brand new corporate story. Outcomes. In response to litigation and public opprobrium, PMC replaced its market good results riented corporate narrative with a new 1 centered on duty. Although management sought to downplay inconsistencies among the old and new narratives, some employees reportedly had difficulty reconciling them, concerned that the responsibility concentrate may possibly have an effect on organization profitability. On the other hand, other individuals embraced the new narrative, suggesting radical ideas to stop youth smoking. These ideas were not adopted. Conclusions. PMC’s new narrative was unconvincing to many of its workers, who perceived it either as a threat towards the company’s continued earnings or as incongruous with what they had previously been told. As it had done with PubMed ID:http://www.ncbi.nlm.nih.gov/pubmed/21324718 the public, PMC misled its workers in explaining a narrative repositioning that would aid the organization continue business enterprise as usual. Moving toward a tobacco endgame will require ongoing discursive and symbolic efforts to disrupt this narrative. (Am J Public Wellness. 2015;105:e68 75. doi:ten.2105 AJPH.2015.302767)METHODSLitigation against the tobacco business has resulted in the release of more than 14 million previously undisclosed market documents12,13 now archived in the University of California, San Francisco, within a full-text searchable electronic repository.14 We applied a snowball sampling process to search the archives,starting with broad search terms (e.g., corporate responsibility) and employing retrieved documen.