The general perception of a rhinoceros is that of an ancient animal, which is currently regarded as an endangered species because of the inordinate prices commanded by the horn of the rhino because of it's reputed medicinal and sexually enhancing qualities. However, most people tend to overlook the fact that the rhinoceros weighs about 3 tons, can reach the same speed as a horse (56km/p.h.), has excellent hearing, a great sense of smell but a very poor eye sight. The rhinoceros has also been around for thousands of years, and so, of course has drama and theatre.

In ancient times theatre evolved from story telling. These stories were about the experiences of everyday life - from the successful hunt to the clash with the neighbouring tribe. The stories were acted out and particularly good stories were told over and over again. The purpose of these stories was not only to entertain but also to inform and educate. When these experiences were told and shown for a number of times in the same manner they became rituals. Theatre was also used to teach children about their past, while the Greeks used theatre to inform the community about the latest news on the political front. The use of theatre today is not very different from those days, but perceptions have changed.

People tend to see theatre as a place or happening where they would enjoy themselves and relax, i.e. pure entertainment, and yet it often is so much more. Theatre teaches us about our societies, our changing world, and ourselves. It can be political satire, human drama or social commentary. Often sad, funny, entertaining and thought provoking at the same time.

In the same way, Industrial Theatre suffers from the "Rhino Complex", i.e. limited application.

Theatre in the business environment, is often viewed as useful only when communicating social issues i.e. AIDS, Racism, etc. or launching a product in an entertaining way. Well, it sure is a communication tool, and it could be a very entertaining one too, but it could also be so much more. Like the Rhino, people tend to see the horn only, and yet there is so much more. The following areas are ideal for Industrial theatre applications:

Internal Communication

Industrial theatre can be used effectively to communicate a new policy, procedure, process, stance, strategic direction or organisational changes to employees in order to create awareness and understanding.

External Communication

Sharing all kinds of information with communities in public places could be dealt with efficiently through using theatre principles.

Behavioural Interventions

Drama is a high-impact and emotive tool and therefore influences emotions, assumptions, attitudes, culture, beliefs and frames of reference. Dramatic solutions are thus very effective in assisting employees who resist the changes and to mobilize them towards the new beginnings.

Promotion

Dramatic solutions could also be used to assist the consumer with the purchase decision and to aid the business to obtain its goals. It assists the consumer with the purchase decision through mirroring the individual and his behaviour during the purchase decision process. The mirroring of the process does not only shorten the decision making, but it also simplifies a complicated process.

Competency-based-development (Skills Development)

Competencies are described as a combination of knowledge, skill, experience and behaviour. It is because of the latter that dramatic solutions have a big part to play in competency development. Drama is capable of showing the correct, as well as the incorrect, behaviour to learners. In the case of soft skill development i.e. teamwork, leadership, customer service, diversity management, etc. drama can be applied very efficiently

Industrial theatre is not only a rhino's horn. It can move extremely fast, reach a lot of people in a short space of time, touch on, teach about a large variety of subjects, and help to change emotions and behaviour around a variety of issues and perceptions in the workplace.

Let us not make the application of theatre in business, an endangered species because of our perceptions.