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Storytelling in der Organisationskommunikation
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Whrend die Zahl der Kommunikationskanle mit Websites, Social Media, Fernsehen und Podcasts immer grer wird, bleibt der Kampf um die Aufmerksamkeit von KundInnen, InvestorInnen oder MitarbeiterInnen der gleiche. Als Form der inhaltlichen und bildlichen Gestaltung rckt dabei die alte Disziplin des Geschichtenerzhlens, des Storytellings, in den Fokus. Der Band versammelt wissenschaftliche Studien zu diesem Thema in verschiedenen Kommunikationsdisziplinen. Die Beitragsautorinnen und -autoren zeigen aus der Perspektive der Forschung und der Praxis, wie Storytelling in der Organisationskommunikation angewendet und bewertet werden kann, und welche Potenziale noch unausgeschpft sind.
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