Petra Sammer

Petra Sammer (born February 21, 1968 ) is a German communications consultant and non-fiction author from Munich , who became known as an expert in the application of storytelling in organizational and corporate communications .

Career

Sammer studied film philology, German language and literature , economics and political science at the Ludwig Maximilians University in Munich and graduated with a master's degree . She then worked in advertising before starting in 2006 in various functions for the communications consultancy Ketchum Pleon in Düsseldorf . Most recently she held the position of Chief Creative Officer there.

Her first book on storytelling was published in 2014 and was aimed at “communication managers from companies and organizations”. In it, she showed in a practical manner how storytelling can be used and implemented as a narrative concept. In 2018 she founded her own agency, which focuses on the application of storytelling in corporate communication and public relations . She also works as a lecturer. She organized and moderated the Munich storytelling conferences 2018 and 2019 at the University of Television and Film .

Sammer has won industry awards for “creative communication campaigns” and was a juror a. a. at the Cannes Lions Awards 2014 and 2016.

Publications

Non-fiction

Storytelling. The future of PR and Marketing , O'Reilly, Cologne 2014. ISBN 978-3-95561-818-6
- Storytelling. Strategies and best practices for PR and Marketing. O'Reilly, Heidelberg 2017, ISBN 978-3-96009-055-7 , 2nd updated edition
Visual storytelling. Visual storytelling in PR and marketing , with Ulrike Heppe, O'Reilly, Heidelberg 2015, ISBN 978-3-95561-818-6
What's your story? Leadership storytelling for executives, project managers and everyone who wants to make a difference, O'Reilly, Heidelberg 2019, ISBN 978-3-96009-083-0

Contributions to edited volumes

Learn from Hollywood? Success concepts of corporate storytelling , in: Annika Schach (Ed.): Storytelling. Stories in Text, Image and Film , Springer Gabler, Wiesbaden 2017, ISBN 978-3-658-15231-4 , pp. 13–32. ( Summary )
Can you believe stories? Considerations on the credibility of storytelling in marketing, advertising and PR . In: Silvia Ettl-Huber (Ed.): Storytelling in Journalism, Organizational and Marketing Communication , Springer VS, Wiesbaden 2019, ISBN 978-3-658-25727-9 , pp. 171–196. ( Abstract and preview )