Hello,

dear Reader,

I’m delighted that you’ve found your way to this companion service page for my book Between the Lines.

 

It tells me that you have a genuine interest in storytelling—and that your curiosity has been sparked by the many best-practice examples featured in the book.

 

Here, you’ll find—chapter by chapter—links to all the stories, campaigns, and projects mentioned throughout the book. I hope this additional material will inspire your own storytelling journey.

 

Warm regards, Petra Sammer

 

 

For those who don’t have the book yet, simply click here:

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Between the Lines is the English adaptation of Petra Sammer's acclaimed book "Storytelling", which has already reached its successful third edition and is widely regarded as one of the most influential titles on storytelling in the marketing and corporate communications of the DACH region.

 

"Between the Lines" is a inspiring, intelligent, and highly practical book that provides real value for both newcomers and experienced marketing and PR professionals alike." - Amazon review

Chapter 1

In a world where we’re simply overwhelmed with information—where it’s hard to tell fact from fiction and where we’re flooded with content—great stories are more essential than ever. Despite the overload, the appetite for stories remains strong. So what’s needed are great storytellers—are you one of them? In the first chapter, we dive into the world of emotional storytelling and take a look at some of the greatest brand stories of recent years:


Chapter 2

 

Everyone is talking about storytelling—but what does that really mean? What does storytelling mean to you? In the second chapter, we explore a range of definitions, along with a selection of stories you should know:


Chapter 3

 

Stories have had a lasting impact on people—for over 40,000 years. Skilled storytellers understand the power of their narratives and use it with intention. Is that something you keep in mind when you tell a story? In this chapter, we take a closer look at the neuroscientific, psychological, and sociological aspects of effective storytelling. The following stories and videos will help guide you:

 


Chapter 4

The ingredients of a compelling story are many—but five elements are truly essential. From your perspective, what makes a story effective? This chapter offers an overview of these five key components, which will be explored in greater depth in the chapters that follow. First, take a look into this story:

 


Chapter 5

Every good story has a meaningful reason to be told. Do you know your reason why? This chapter explores the principle of the “purpose-driven idea” and why it is essential to effective storytelling. The best-practice examples that follow bring this concept to life:

 


Chapter 6

Storytelling is more than just a communication technique—it can become an organizing principle. Has your company already evolved into a narrative-driven organization? This chapter explores what defines such companies, illustrated by the following examples:

 


Chapter 7

Every good story has a hero. That may sound like a cliché—but what does it really mean? This chapter clarifies what “hero” actually signifies in the context of storytelling for marketing and PR and shows you how to identify the right protagonist for your narrative. The following stories offer useful guidance:

 


Chapter 8

Every good story begins with a conflict. That can feel like a tall order in marketing and PR storytelling, where the focus is typically on solutions rather than drama. This chapter shows why dramaturgy is essential to your narrative and what “conflict” truly means in this context. Take a look at these best-practice examples as well:

 


Chapter 9

Every good story moves us emotionally. Storytelling is the antithesis of purely rational, fact-based communication. But how do you bring genuine emotion into corporate communications without coming across as awkward or forced? This chapter offers practical tips and techniques, along with the tools you need to make your messaging more emotionally engaging. Take a look at these examples as well:

 


Chapter 10

We live in the age of the visual turn. Images are playing an increasingly central role in how we absorb information, often eclipsing text altogether. PR must learn to communicate more through visuals and less through words. This chapter will help you do just that. This videos are helpful to learn the "visual language":

 


Chapter 11

Storytelling in marketing and PR now takes place largely online. What matters is which stories are clicked, commented on, and shared. But what makes a story valuable enough to go viral? This chapter shows why you need to think and plan far beyond any single story—illustrated by these examples as well:

 


Chapter 12

 

Storytellers are, by nature, creative. But how do they begin their search for compelling stories—and how do they continue to tell them in fresh ways that captivate an audience? This chapter is filled with practical tips and techniques, showing you, for example, how a well-designed storytelling workshop can give you the creative spark you need. These examples will help guide you:

 


Chapter 13

Today, the stories we tell reflect how we imagine the world of tomorrow—and, in doing so, we take responsibility for what that world will become. What future stories are you telling? This chapter offers a forward-looking perspective on how we can—and should—use storytelling, and the role that companies, brands, and each of us plays in shaping it. These are the stories to explore:

 


pssst... more books, videos ...

If you’re looking for even more information, inspiration, and insights on storytelling in marketing and PR? Take a look at the SAMMERy Storytelling Library. There, you’ll find over 200 book recommendations, reviews, and reference resources. 

Go to the SAMMERy Storytelling Library