“Content is king.” We all know this hackneyed phrase. And yet it’s true: good content is the difference between success and failure, image and reputation, likes and shares, credibility and identification. But unfortunately, it only says that good content is important, not how to develop it.
The renowned film dramaturge, screenplay lecturer and storytelling consultant Ron Kellermann has an answer to this question: with dramaturgical thinking, a method of thinking that applies questions in such a way that the quality of content can be tested and defined. Dramaturgical thinking is rooted in fictional dramaturgy and is therefore also the professional basis of storytelling, the creation of content in the form of a story.
Nowadays, many call themselves storytelling experts, even if they are not. Yet storytelling is in our nature, because we humans have always been narrative beings. Storytelling may sound simple, but applying methods and concepts of film dramaturgy without actually understanding them only works to a limited extent. As a result, the much-vaunted storytelling often does not have the hoped-for success. Great visions vanish into thin air and the brilliant idea fails to materialize. Storytelling sounds simple in theory, but there are many pitfalls when it comes to implementation. This is where Ron Kellermann’s book comes in. On the one hand, he explains how dramaturgical thinking works in such a way that it can be applied to a wide range of areas. Secondly, he shows how dramaturgical thinking can be used to avoid typical storytelling pitfalls and tell better stories.
This practical guide shows how dramaturgical thinking can be used in journalism, corporate communications, politics and presentations to identify relevant topics, research more efficiently, develop interesting content and tell meaningful yet entertaining stories that people are emotionally moved by and identify with.