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Holistic Data Storytelling: A Framework for Individualised, Efficient and Effective Communication With Stakeholders

In: Mastering CommTech

Author

Listed:
  • Annette Siragusano

    (Otto Group Holding/Otto Group GmbH & Co KGaA)

  • Paul Peters

    (Smava GmbH)

  • Lena Wouters

    (Körber AG)

  • Christian Krause

    (Sopra Steria SE)

  • Valentina Wiedemann

    (Siemens AG)

  • Uwe Seebacher

    (Academic Institute for Qualified Methods and Professional Structures (AQPS))

Abstract

The memory of stories brings a smile to many of our faces and brings back memories. Well-told stories excite, generate attention and are remembered. This is what storytelling takes advantage of. But can exciting stories be combined with data? The increasing digitalisation produces more and more data that can be used for communication itself and the design of communication processes. Starting with strategy development, theme scouting, through content creation to distribution: data offers communication experts an almost inexhaustible potential to work better and more targeted every day. Holistically operated, data storytelling—so the thesis of the authors—can enable efficient and effective communication tailored to stakeholders. Here, a framework is presented that shows how this can be achieved, and that is intended to inspire to get started.

Suggested Citation

Handle: RePEc:spr:fuobcp:978-3-031-90302-1_7
DOI: 10.1007/978-3-031-90302-1_7
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