Storytelling is a communication technique which consists in telling one or more "stories" aimed at attracting the attention of a specific audience, persuading the readers or the viewer to make a specific action.
Storytelling is an increasingly used tool in institutional public communication, because it allows:
- to convey the content of complex projects from the technical point of view through the story of experiences and concrete case studies,
- to promote projects that may be too abstract or with an unclear strategic objective,
- to reach the target by conveying ideas and points of views in a direct and engaging way.