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Erschienen in:
2020 | OriginalPaper | Buchkapitel
Case Study: Storytelling in the Press and Public Relations at Porsche AG
verfasst von : Karin Thier
Erschienen in: Narrative Organizations
Verlag: Springer Berlin Heidelberg
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Abstract
For years Porsche AG has successfully used narrative branding and storytelling in its external and internal communications and won several prizes for its narrative contributions (e.g., German Prize for Online Communication, Best of Content Marketing, Econ Awardee of the Year). Unsurprisingly, the company has become one of the global leaders in innovative press and public relations. This interview with Josef Arweck, Vice President Communications at Porsche, discusses the company’s use of storytelling in its external business communications.