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Corporate Storytelling: Theorie und Empirie narrativer Public Relations in der Unternehmenskommunikation

Corporate Storytelling: Theorie und Empirie narrativer Public Relations in der Unternehmenskommunikation

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  • Author: German Edition by Florian Krüger
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Product Description

Florian Krüger befasst sich in seiner Studie mit dem Erzählen 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 Identitäts-, Aufmerksamkeits- und Deutungsmanagement von Unternehmen unterstützt. Seine These lautet dabei: Unternehmen benötigen neben dem Erfolg auf Finanzierungs- und Absatzmärkten auch ein erfolgreiches Kommunikationsmanagement auf öffentlichen Meinungsmärkten, wo sie in einem zunehmenden Wettbewerb um Aufmerksamkeit und Deutungshoheit stehen. Chancen eröffnen sich für Unternehmen, die eine gute Geschichte erzählen und so öffentliche Aufmerksamkeit und Zustimmung gewinnen können.

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