"Wie funktioniert das Prinzip Storytelling und warum wird es die Kommunikations-Strategie von Marken und Unternehmen in Zukunft bestimmen? Spannend und unterhaltsam beantwortet Anja Fordon diese Fragen. Zahlreiche Praxisbeispiele und wirkungsvolle Tipps und Tools helfen Marketingverantwortlichen und
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Unternehmen sich neu, wertvoll und nachhaltig zu positionieren. Die Autorin präsentiert einen vollständigen Leitfaden zur Entwicklung Ihres persönlichen Storytelling-Stils, der sich im Marketing und PR-Alltag als überaus hilfreich bewährt hat. Zudem erklärt sie, warum neue Generationen einen neuen Ansatz im Marketing erwarten und legt dies - erfrischend provozierend und fundiert - aus sozio-kultureller und psychologischer Perspektive dar. Ihre Einsicht lautet: In Zeiten extremer Veränderungen, Gewalt, Terrorismus, politischer Instabilität, Digitalisierung und Globalisierung kommen wir Menschen wieder an einen Punkt der Sinnzäsur. Der Wunsch nach mehr Realität, nach Bedeutung und Sinn beschäftigt uns. Für Markenverantwortliche heißt das, Vermarktung als Konzept kritisch zu hinterfragen und neu zu erfinden. Authentisches Storytelling bietet einen Schlüssel dazu." (Verlagsbeschreibung)
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"In YouTube Secrets, online video experts Sean Cannell and Benji Travis draw on a decade of experience as well as interviews with more than one hundred top creators to give you a step-by-step YouTube success playbook. You'll learn the seven essential ingredients for a profitable channel, new strateg
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ies for getting views and subscribers, ten ways to make money on YouTube." (Back cover)
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"This handbook is designed to provide tools for civil society institutions interested in developing and utilizing participatory videos as part of their toolkit. It is intended to serve as a practical guide for aiding organizations to conceptualize, produce, and screen participatory videos in communi
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ty settings. Participatory video is a tool for positive social change, used across the globe as a means of empowering marginalized communities to take control of their destinies. This handbook outlines the Michigan State University approach to participatory video. Our approach differs from traditional participatory video methods in its emphasis on the use of video as a scalable teaching tool rather than advocacy. Our approach focuses on integrating farmers' stories in a narrative storytelling style in order to enhance the relevance of agricultural information for local communities." (Foreword)
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"Fernandes considers the rise of storytelling alongside the broader shift to neoliberal, free-market economies. She argues that stories have been reconfigured to promote entrepreneurial self-making and restructured as easily digestible soundbites mobilized toward utilitarian ends. Fernandes roams th
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e globe and returns with stories from the Afghan Women's Writing Project, the domestic workers movement and the undocumented student Dreamer movement in the United States, and the Misión Cultura project in Venezuela. She shows how the conditions under which certain stories are told, the tropes through which they are narrated, and the ways in which they are responded to may actually disguise the deeper contexts of global inequality. Curated stories shift the focus away from structural problems and defuse the confrontational politics of social movements." (Back cover)
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"This report examines the social media strategies of a sample of six leading English-language Indian news organisations, two newspapers (Hindustan Times and The Indian Express), two television stations (NDTV and News18), and two digital-born organisations (Firstpost and The Quint). The context is ex
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tensive mobile internet access across India and a large and growing number of social media users, which have led news organisations to invest in social media. The organisations we focus on are oriented towards a predominantly affluent and urban English-speaking elite, and thus not representative of the industry as a whole, but they do provide a starting point for understanding how Indian news media are handling the challenges and opportunities that come with the rise of social media platforms. On the basis of interviews with senior editors and executives, as well as analysis of the Facebook and Twitter output of each organisation, we find that: Facebook is the most important social media platform for all the organisations covered here, in part because of its very large user base, but also because the company has collaborated actively with a number of Indian publishers. Twitter is seen as important for breaking news and for reaching elites, but has fewer users, drives less traffic, provides less support, and offers fewer opportunities for monetisation. News organisations take different strategic and operational approaches to social media. Strategically, most of the organisations covered here primarily pursue an on-site strategy oriented towards driving social media referrals to their website (where content can be monetised through advertising), though the recently launched digital-born organisation The Quint has embraced a greater off-site component, and has built large audiences via social media. Operationally, several organisations operate with a centralised social media team that creates, curates, and promotes content across social media, but some operate with decentralised teams where people across the newsroom are responsible for social media." (Executive summary)
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"The guide includes software that contains the functionality that most nonprofits need: fundraising, email marketing, advocacy/grassroots organizing, and Peer-to-Peer fundraising. We looked for programs that could be used by organizations small to large, were scalable, and offered great training res
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ources. Because technology investments can be a major budget item for nonprofit organizations, we also made sure to include platforms at different price points. It’s always good to mix things up a little – seven of the most feature – packed programs for nonprofits made it into this new guide. Four were included last year, and we’ve added three new platforms. Once we selected the seven participants, we got a lot of help from the software vendors themselves. We interviewed members of the software vendors’ teams and got answers to some common questions. Our team attended live software demos to see the platforms in action (and we peppered the vendor team with questions and use cases). We also talked with our own team members – who use many different engagement software systems for our clients – to get an understanding of what each one is truly like to use daily." (Page 3)
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"The article outlines some of the ways in which an understanding of policymaker psychology and factors such as group dynamics and political context are reflected in the grey literature, and the implications of this for understanding the role of storytelling in political advocacy. It highlights pract
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ical advice about storytelling that emerges from the literature, and presents four case studies illustrating aspects of storytelling in action. It concludes by identifying the implications for scientists and other advocates of“evidence informed policymaking”, practitioners and policymakers." (Abstract)
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"This article examines the diverse factors shaping the involvement of non-governmental organisation (NGO) with humanitarian photography, paying particular attention to cooperative relationships with photojournalists intended to facilitate the generation of visual coverage of crises otherwise margina
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lised, or ignored altogether, in mainstream news media. The analysis is primarily based on a case study drawing upon 26 semi-structured interviews with NGO personnel (International Red Cross/Red Crescent Movement, Oxfam and Save the Children) and photojournalists conducted over 2014-2016, securing original insights into the epistemic terms upon which NGOs have sought to produce, frame and distribute imagery from recurrently disregarded crisis zones. In this way, the article pinpoints how the uses of digital imagery being negotiated by NGOs elucidate the changing, stratified geopolitics of visibility demarcating the visual boundaries of newsworthiness." (Abstract)
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"Praxiswissen" zeigt, wie Vereine und Verbände erfolgreiche Presse- und Öffentlichkeitsarbeit machen können. Der Autor vermittelt das Know-how und Handwerkszeug, das notwendig ist, um interessante Pressemitteilungen, Selbstdarstellungen und Faltblätter zu schreiben; Pressekonferenzen und Intervi
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ews erfolgreich zu meistern; einen Verein bekannt zu machen, ein positives Image und Vertrauen aufzubauen; die Bedeutung der Arbeit eines Verbands herauszustellen; von den Anliegen einer Organisation zu überzeugen. Anhand vieler Beispiele aus dem Alltag von Vereinen und Verbänden gibt ein Profi Hilfestellungen für eine effektive Presse- und Öffentlichkeitsarbeit – unverzichtbare Informationen, Tipps und Anregungen für alle, die ihre Public Relations verbessern wollen. Für die dritte Auflage wurde der Band aktualisiert und um ein Kapitel zu Social Media erweitert." (Verlagsbeschreibung)
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"This book is the perfect guide to aspiring storytellers as it illustrates the different manner of how and why stories are told, and how to make them "interactive." Storytelling features heavy game development as a method of storytelling and delivery, and how to develop compelling plots, characters,
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settings, and actions inside a game. The concept of digital storytelling will be explored, and how this differs from previous incarnations of mediums for stories." (Publisher description)
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"Dieses Buch erklärt praxisnah, wie Storytelling, eine Methode des narrativen, auf Geschichten und Erzählungen beruhenden Wissensmanagements, in allen betrieblichen Handlungsfeldern - vom Qualitäts- über das Informations- bis zum Change Management - eingesetzt werden kann: Beteiligte werden zu a
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bgeschlossenen Projekten befragt, die Antworten werden in leicht verständliche, spannende Geschichten verpackt - und so wird das im Unternehmen vorhandene Wissen genutzt, so kann aus erfolgreichen und weniger erfolgreichen Abläufen gelernt werden." (Verlagsbeschreibung)
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"Strategic Planning for Public Relations is in its fifth edition of offering an innovative and clear approach for students looking to learn how to develop public relations campaigns. It is a text intended for those serious about entering the rapidly changing professions of public relations and strat
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egic communication. Ronald Smith shows how to implement pragmatic, research-driven strategic campaigns used in public relations practice, and draws from his years of experience as a professional in the industry and his years of teaching in the classroom. The approach used in this text is a threefold pattern: first, readers are exposed to new ideas, then see them in use, before finally being showed how to apply those ideas themselves. Complex problem-solving and decision-making processes in strategic communication and public relations are turned into a series of easy-to-follow steps, flexible enough to be applicable to myriad situations and organizations in the real world." (Publisher description)
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"Storytelling is the most effective way to grow support and to keep donors engaged. It's all about crafting authentic, real, emotional stories about the work that you do every day. Sharing gripping stories using social media is a powerful way to showcase the results of your work. Social media, combi
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ned with great websites, blogs, and email tactics, is being used successfully to raise awareness and substantially increase fundraising success. But with all the digital tools available, how can you, as a busy nonprofit professional, choose where to place your focus? How do you identify, collect, and craft these wonderful stories that will compel people to take action? How can you mold these stories for each digital and social media platform? What are the steps you can take to develop a plan for your storytelling campaign, to ensure that you won’t just be spinning your wheels? That’s where Storytelling in the Digital Age: A Guide for Nonprofits comes in. Author Julia Campbell guides you every step of the way in a conversational, fast-reading style designed for busy nonprofit practitioners such as you." (Publisher description)
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