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Introduction: Storytelling, Storylistening, and the Stories About Your Boss Read chapter Read first chapter

2020 | OriginalPaper | Chapter

Case Study: Storytelling in the Press and Public Relations at Porsche AG

Author : Karin Thier

Published in: Narrative Organizations

Publisher: 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.

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Metadata
Title
Case Study: Storytelling in the Press and Public Relations at Porsche AG
Author
Karin Thier
Copyright Year
2020
Publisher
Springer Berlin Heidelberg
Book
Narrative Organizations

Print ISBN: 978-3-662-61420-4

Electronic ISBN: 978-3-662-61421-1

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-662-61421-1_12