Edited By Seda Mengü, Pinar Aslan and Derya Gül Ünlü
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.
Storytelling in Scope of Public Relations’ Media Relations Function (Deniz Akbulut)
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Storytelling in Scope of Public Relations’ Media Relations Function
Abstract: Storytelling, one of the most effective means of establishing and persuading an emotional connection with the target groups, is usually used in public relations, which manage communication between the organization and the target groups. An institution’s story can be made up of stories told by employees and other target groups as they are created by the organization. Institutions are separated and differentiated from each other by their stories. A public relations practitioner should first create the corporate identity and organization story, and prepare the messages accordingly. This study deals with storytelling techniques in the context of the media relations function of public relations. This study also explores how to create news’ value and how to enrich traditional media used in media relations with storytelling techniques, how to attract the interest of media members by using this technique, and so forth.
Keywords: storytelling, public relations, storytelling PR, media relations.
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