The Power of a Story

Do you consider yourself as a good storyteller? No? Why do you hesitate? You´ve learned the art of storytelling at the age of 3 or 4. So don´t worry, you may have just forgotten some principles. For Marketing and PR storytelling seems to be a promissing technique, capable to overcome communication barriers, to reach out to customers and stakeholders and to help  messages to be heard. Great stories are remarkable, engaging and they go viral - all this is a trump card.  Be inspired by novelist, scriptwriter and game developer and learn how they gain the attention of their audience. 

Give me 5

Five principles are key to a great story:

  1. Every story needs a reason to be told.
  2. Every story needs a hero.
  3. Every story starts with a conflict.
  4. Every great story is soulful and emotional.
  5. Every great story deployes viral power.

If you like to discover more listen to this episode of CSuite - my  interview  with Russell Goldsmith on Storytelling: CSuite-Podcast of Russell Goldsmith whom I met at the  ICCO Summit in Oxford 


There are wonderful examples in PR, Marketing and beyond how to use storytelling successful. There is science how to use storytelling most effectively and insights how to find, create and implement storytelling strategies best. At my blog amazing stories  you´ll find regular updates what´s out there.

Plot18 ist das neue interdisziplinäre Storytelling-Forum in Europa. Plot18 lädt Storyteller, Kreative und Entscheider aus Wirtschaft, Forschung und Kunst für einen inspirierenden Tag mit Keynotes, Diskussionen, interaktiven Workshops und Netzwerkmöglichkeiten nach München - am 13. September 2018. 

Kein Werkzeug ist so umfassend, keine Kulturtechnik so universell, keine Methode so erfolgreich, wie gutes Geschichtenerzählen. Mit dem Fokus auf Innovationen, Trends und Strategien bringt Plot18 Menschen aus unterschiedlichen Bereichen wie Werbung und PR, Film und Fernsehen, Theater und Kunst, Games, Design, sowie Technologien wie VR oder AR zusammen. Um voneinander zu lernen. Um sich gegenseitig zu inspirieren. Mehr auf



The dominant narrative cannot hold.


It’s time for a new story.


WELCOME!  We are calling on practitioners, explorers and thought leaders from around the world who are working with story for positive change and bringing them into your office or home via online interviews. Join us Sept 10 to Sept 30.
More Information at Story the Future 


Welcome Story the Future Participants. Get your Gift here

Best Storytelling - Best Practices

  • Intermarche (2017): L`amour  - a wonderful lovestory starts in a supermarket - with lots of food and lots of learnings. 
  • Guinnees (2016): Gareth´s Story - what a hero! If you don´t know how to select a main character and how to set the stage for a strong purpose, watch this emotional story - presented by a brand which always celebrated  compagnionship
  • Chanel (2017): Chanel´s Gabrielle bag - Fantastic Visual Storytelling by Chanel - tuning Cara Delevingne into a cartoon.

 Follow on Twitter to keep yourself informed about the latest discussions on storytelling in the Marketing and PR world.

Petra Sammer on Twitter

Petra Sammer: Storytelling. Strategien und Best Practices für PR und Marketing

O´Reilly Verlag, 1st edition 2014, 2nd extended edition 2017, 272 pages, German language. 



Petra Sammer | Ulrike Heppel: Visual Storytelling. Visuelles Erzählen in PR & Marketing

O´Reilly Verlag, Oktober 2015, 328 pages, German language.