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Storytelling for the Faceless: A Tool for Communicating Sustainability and Circular Economy in the Public Sector
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Author(s): Elisabetta Pozzetto (University of Trieste, Italy), Maria Colurcio (Magna Graecia University, Italy)and Donata Vianelli (University of Trieste, Italy)
Copyright: 2023
Pages: 22
Source title:
Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future
Source Author(s)/Editor(s): Reason Masengu (Middle East College, Muscat, Oman), Stanilas Bigirimana (Africa University, Zimbabwe), Option Takunda Chiwaridzo (University of Science and Technology Beijing, Beijing, China), Ruzive Bensson (Modern College of Business and Science, Oman)and Christina Blossom (Middle East College, Oman)
DOI: 10.4018/979-8-3693-0019-0.ch021
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Abstract
Storytelling is a strategic tool for communicating sustainability and the circular economy (CE). So far, its effects have been analyzed mainly in the private sector, and its opportunities for application in the public sphere should be addressed. However, exploring its potential in the context of public communication can provide valuable suggestions for setting up an engaging narrative that can reach a broad audience and convey to society those principles that can activate the adoption of sustainable behaviour in line with CE principles. In this chapter, starting from explorative qualitative research on some Italian regional public administrations, best practices, peculiarities, barriers, and potentials of storytelling are illustrated. This analysis can lead to advancing knowledge and identifying functional managerial implications for communication experts and policymakers in the public sphere.
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