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Storytelling im Kommunikationsalltag

In: Strategisches Storytelling

Author

Listed:
  • Silvia Ettl-Huber

    (Hochschule für Angewandte, Wissenschaften Burgenland GmbH)

Abstract

Zusammenfassung Zwischen Routinen und Neuerungen, zwischen vertrauten Kommunikationsformen und erzählerischen Experimenten bewegt sich das Storytelling im Alltag von Organisationen. In diesem Kapitel wird nachgezeichnet, wie sich das Storytelling in Marketing und Kommunikationsmanagement historisch entwickelt hat und wie es sich an verschiedene Medienformate angepasst hat. Es werden zentrale Formate wie Storytelling-Projekte, Cross-Channel-Ansätze, multimediale und interaktive Storys bis hin zum Liquid Storytelling beschrieben. Die Einsatzfelder reichen von der Markenkommunikation und dem Employer Branding über die Public Relations bis zur internen Kommunikation.

Suggested Citation

  • Silvia Ettl-Huber, 2026. "Storytelling im Kommunikationsalltag," Springer Books, in: Strategisches Storytelling, chapter 5, pages 175-227, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-50625-4_5
    DOI: 10.1007/978-3-658-50625-4_5
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