Marketing, PR und Medien

Inhalte

From neuroscience to Hollywood blockbusters, storytelling is today recognised as the most powerful tool to create narratives, connect with audiences and mobilise people for specific goals. A heritage form in itself, storytelling relies on narrative models and oral traditions that are thousands of years old. In a time of increasing digital communication, it is a strong presence in our lives. From the stories we heard as children, to the stories we read in books, see on screen, hear in songs, choose to believe in our spirituality or post on Instagram, we are constantly surrounded by narratives that engage our emotions and address the human desire to connect with others, to feel part of the story. Powerful storytelling – connecting information with emotion, and delivering a clear message that engages audiences on a personal journey of transformation – is a technique increasingly used in marketing, PR and communication across all sectors. Heritage sites have fascinating stories to tell and could significantly benefit from integrating this technique into their marketing and PR strategies. The course will cover the following aspects: - Homo Fictus : thinking and living in stories - Fundamental narrative techniques and principles of storytelling - Lessons from Hollywood entertainment - Strategic storytelling for marketing and PR - Perspectives of science on storytelling - Voices behind stories: the politics of storytelling - Good stories: how to build stories that resonate with audiences - Bad stories - Storytelling and social platforms - Storytelling as heritage. Based on the knowledge and tools provided in the theoretical input, students will develop an original narrative that could be used in the marketing or PR strategy of a heritage site. The seminar will offer students additional opportunities to engage in practical exercises related to various storytelling techniques.