This article explores the strategic use of historical narratives in organizational communication, introducing the concept of ‘temporal narratives’. These narratives, focusing on historical events and milestones, employ nuanced language and varying temporal perspectives (past, present, future) to shape organizational identity and influence perceptions among employees. The temporal narratives matrix presented in the paper exemplifies the ways in which the choice of temporal focus and theme in a narrative contributes to specific strategic goals. The model illustrates how some organizational narratives are tailored to focus on the past by marking historical time or on the present for making historical change. The narratives also vary between themes of tradition and ones of innovation. Organizations can use these two variables in shaping their narratives to serve goals of instilling trust, demonstrating relevance, or creating a sense of continuity of either strategy or values. The study engages with the historical turn in organizational studies, turning attention towards the use of rhetorical history in the past rather than the present day. It uses the concept of ‘past presents’, in which historical events are viewed from an earlier era's perspective. The temporal narratives matrix provides a framework for understanding how organizations and their employees align past events with present activities to influence the perceptions of others. The study reinforces the importance of audiences in shaping narratives, with examples of rhetorical history not only coming from employers but also employees.
