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Storytelling : an innovative approach to public relations

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The thesis proposes an innovative PR approach which called Storytelling. The researcher explores the utility to have an alternative to the conventional ways of conducting effective PR. The researcher believes that great PR has always revolved around stories of compelling nature. A story is infinitely elastic, provided its based on theme and reciprocity beyond the related products and service. Storytelling in PR is an ingenious way of tapping into people's psyche with the purpose to constantly stimulate audiences to think, keeping them in the flow of conversation and invoking an emotional response. The storytelling format takes a case out of the static dimension and presents it as part of a larger picture in the desired context of time and information. The thesis reports cases where storytelling reinforces the PR message being offered to the audience. The researcher also explores the framework which integrates storytelling into a comprehensive PR strategy.

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Availability

B00848

(wh)

Available

Detail Information

Series Title

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Call Number

848

Publisher

: Swiss German University., 2010

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

PR

Specific Detail Info

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Statement of Responsibility

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