Transmedia Storytelling in HR Projects: Producing Media Campaigns for Development of Corporate Culture (Based on HEINEKEN Zero Zone Challenge)

This work is devoted to the analysis of the specifics of using the Transmedia Storytelling (TS) technology in the field of HR (Human resources). In this work, the author considered the role of internal communications (internal PR (Public Relations)) in the implementation of HR projects to form a corporate culture. In the work, it is precisely this direction of research that is determined, since 2 departments are involved in the preparation and implementation of projects for the formation of corporate culture - PR and HR, and each of them makes its own significant contribution depending on its competencies. The practical result of the research is the development of a production model for transmedia HR projects on internal communications for companies operating in Russia. The empirical base of the research is the Russian HR project on internal communications Zero Zone Challenge Heineken. The work considers successful cases in the field of HR - these are works-winners of the largest awards for the best HR-practices and awards in the field of public relations in the nomination "Internal Communications" over the past 5 years. Research hypothesis: transmedia storytelling is effective not only in entertainment, but also in HR projects for internal communications. It provides more opportunities for expanding the audience and its involvement than the mono-platform format.