GAP VIII: Roles, Perceptions and Expectations of the COM/PR Function
Generally
GAP Accepted Practices
USC Annenberg
Functions and Responsibilities: Use of Storytelling
Techniques
Question: In the past 12 months has your organization's PR/COM department
used narrative storytelling techniques? Yes: 71.5% No: 21.3% Don't Know: 7.2%
Purpose of Using Storytelling
To engage with external audiences
To engage with internal audiences
N %
217 63%
172 50%
To communicate across a variety of media channels
158 46%
In transmedia campaigns
14 4%
To convey each part of the overall story on the most appropriate platform
for that part
89
26%
To facilitate creation of content in partnership with external audiences
66
19%
A large majority of respondents use narrative storytelling techniques, and they
communicate brand content via a variety of channels. This practice indicates some form
of transmedia storytelling, even if very few organizations (4%) use this terminology.
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