The main objective of this book is to highlight the most effective use of storytelling in several areas related to communication and the media. Thus, gender studies, political communication, digital media, advertising, crisis communication and PR activities as well as corporate social responsibility have been surveyed with regard to storytelling. The topics covered are: the use of storytelling techniques in advertisements from a gender perspective, storytelling in global advertising, storytelling in corporate social responsibility campaigns through social media, storytelling in Public Relations, storytelling in crisis communication, ‘storytelling’ in the construction of political power: Image creation for political leaders in Turkey.
Corporate Storytelling (Fatih Özkoyuncu)
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Abstract: This paper aims at giving an introductory explanation of the components of corporate storytelling. It puts the emphasis on the importance of stories for organizations and what they can achieve in communication if the stories are formulated properly.
Within this context, the means, definition and scope of corporate storytelling are explained. Fundamental elements of a story are revealed. In this framework, well-defined messages, conflicts, impressive characters, and well-constructed plots are outlined by putting the emphasis on how each of them is used as checkpoints during the development of a corporate story. Finally, advantages of corporate storytelling are examined by touching on what beneficial effects corporate storytelling has on organizations.
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