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Storytelling: Mit Geschichten Unternehmen gestalten

In: Das 1x1 der Unternehmenskommunikation

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  • Mirco Hillmann

Abstract

Zusammenfassung Das Image und die Reputation eines Unternehmens bestehen nicht nur in der Qualität ihrer Produkte und Dienstleistungen, sondern auch in den Geschichten, die über sie erzählt werden. Aus diesem Grund sollten die Kommunikationsverantwortlichen weniger auf harte Fakten setzen als spannende, emotionale Geschichten erzählen, nach der Devise: Nicht das Erreichte zählt, sondern das Erzählte reicht. Es geht vielmehr darum, ergreifende Geschichten zu erzählen, die zum Denken und Handeln anregen.

Suggested Citation

  • Mirco Hillmann, 2025. "Storytelling: Mit Geschichten Unternehmen gestalten," Springer Books, in: Das 1x1 der Unternehmenskommunikation, edition 3, chapter 0, pages 293-323, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49233-5_8
    DOI: 10.1007/978-3-658-49233-5_8
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