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Corporate Storytelling
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Product Details
Florian Krger befasst sich in seiner Studie mit dem Erzhlen von Geschichten durch das Public Relations-Management von Unternehmen. Dabei analysiert und diskutiert er Storytelling als narrativen Kommunikationsmodus, der Mitteilungen in narrativer Form hervorbringt und so das Identitts-, Aufmerksamkeits- und Deutungsmanagement von Unternehmen untersttzt. Seine These lautet dabei: Unternehmen bentigen neben dem Erfolg auf Finanzierungs- und Absatzmrkten auch ein erfolgreiches Kommunikationsmanagement auf ffentlichen Meinungsmrkten, wo sie in einem zunehmenden Wettbewerb um Aufmerksamkeit und Deutungshoheit stehen. Chancen erffnen sich fr Unternehmen, die eine gute Geschichte erzhlen und so ffentliche Aufmerksamkeit und Zustimmung gewinnen knnen.
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