Storytelling is a method with which explicit, but above all, implicit knowledge is passed on in the form of leitmotifs, symbols, metaphors, or other rhetoric means.
It is mainly used in digital media but has a long tradition. The audience not only consumes the story by listening, reading or looking at it, but can also actively involved as a prosumer in the implementation on news portals, blogs, streaming platforms and in virtual reality.
Storytelling is used, among other things, in education, in knowledge management, in corporate communication, as a method for problem solving and as a marketing method.
In science, it serves to impart expert knowledge to a lay audience, but is occasionally rejected because of its supposedly manipulative character.
Special variants are interactive storytelling, data storytelling, trans medial storytelling and location-based storytelling.
What is the Art of Storytelling?
The Art of Storytelling has been enjoying new popularity since 2000. In contrast to theatre, storytelling is free to tell.
In addition to amateurs, there are also increasing numbers of professionals as storytellers who make their living by storytelling. Stories are told for children and adults. It can be technical, traditional stories, such as business, and legends, but also modern stories.
Some storytellers do not insist on copyrighting their story, as this is not in line with their narrative tradition. Many storytelling festivals now exist internationally.
Employee stories are also used to provide information about corporate culture, communication and values. For this purpose, work biographical stories in companies are collected and evaluated through non-directive, narrative interviews.
Experience stories of the relevant process participants (e.g. employees, suppliers) and observers (e.g. customers, shareholders) provide a multi-dimensional picture of the actual corporate reality. In comparison with management objectives, communication and development needs are shown.
This approach requires the narratives to be evaluated using appropriate methods. In addition to the information on the text surface, the implicit meanings that are always present in narrations are also accessible for evaluation.
Fields of application of the storytelling analysis are strengths and weaknesses analysis of companies, development of models and brand values, preparation and follow-up of quantitative employee surveys and the detection of costly process weaknesses.
What are the Methods of Storytelling?
Numerous tips on storytelling methods can be found online. Storytelling for companies: With stories about success in content marketing, PR, social media, employer branding and leadership.
Based on the big picture, the information to be communicated is gradually broken down to the relevant facts.
Adapted to a manual, this means that you first lay down content, communicate it and then fine-tune it based on the feedback.
What is Storytelling in companies?
In companies, stories are used strategically to convey techniques, values and corporate culture, to arouse resources, but also to make conflicts metaphorical and "get under the skin" and to show solutions. Employee stories are used to obtain information about the corporate culture and to uncover costly process weaknesses.
Compared to abstract information, stories have the advantage of being more understandable, more memorable and able to create meaning and identity. Storytelling is also used by companies as a marketing method.