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The memory of stories brings a smile to many of our faces and brings back memories. Well-told stories excite, generate attention and are remembered. This is what storytelling takes advantage of. But can exciting stories be combined with data? The increasing digitalisation produces more and more data that can be used for communication itself and the design of communication processes. Starting with strategy development, theme scouting, through content creation to distribution: data offers communication experts an almost inexhaustible potential to work better and more targeted every day. Holistically operated, data storytelling—so the thesis of the authors—can enable efficient and effective communication tailored to stakeholders. Here, a framework is presented that shows how this can be achieved, and that is intended to inspire to get started.

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Holistic Data Storytelling: A Framework for Individualised, Efficient and Effective Communication With Stakeholders

  • 章节

  • 发表日期：

    2025年

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  • Annette Siragusano,
  • Paul Peters,
  • Lena Wouters,
  • Christian Krause,
  • Valentina Wiedemann,
  • Uwe Seebacher

摘要

The memory of stories brings a smile to many of our faces and brings back memories. Well-told stories excite, generate attention and are remembered. This is what storytelling takes advantage of. But can exciting stories be combined with data? The increasing digitalisation produces more and more data that can be used for communication itself and the design of communication processes. Starting with strategy development, theme scouting, through content creation to distribution: data offers communication experts an almost inexhaustible potential to work better and more targeted every day. Holistically operated, data storytelling—so the thesis of the authors—can enable efficient and effective communication tailored to stakeholders. Here, a framework is presented that shows how this can be achieved, and that is intended to inspire to get started.