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 on this five principles have a look into this paper: Transmedia Storytelling for Brands

or listen to my latest interview  on Storytelling - at the 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 sammerstories you find regular updates what´s out there. Or flip through the presentations at SlideShare:

Transmedia Storytelling for Brands - Turning Companys into Storytellers

Best Storytelling - Best Practices

  • Mercedes Benz (2017): Grow up - great example how to use storytelling to raise and change your image plus presenting product information in a refreshing way. And a great example how to present stories online in a very attractive way
  • 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

6Pack for a Strong Visual Content

Some images are stronger than others. Some images are more than nice. Some images tell a story. To identify these "strong" images and distinguish them from the "ordinary" whatch out for this six factors of success:


1. Eye Catcher: images with a "wow"-factor, that catch your attention immediately.

2. Bullets: images which work super fast. They are able to explain complicated topics with just one image.

3. Eye Candy: images which are aesthetic and beautiful to touch our soul

4. Door Opene: some images are an escape into another world. They are like Alice´ rabbit hole.

5. Zeitgeist: Strong images pick up the Zeitgeist. They quote pop culture and refer to our inner image libary.

6. Meme Hijacker: Images which go viral often jump on memes everyone is talking about.


You finde more about strong visual content in "Viral Storytelling". And on my Visual Storytelling Board at Pinterest

Petra Sammer: Storytelling. Die Zukunft von PR und Marketing

O´Reilly Verlag, September 2014, 240 pages, German language. 


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

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