Toolbox Innovation Communication - Breakthroughs with Skillful Communication: Strategic Models and Methods That Will Help Innovation Succeed

This book offers a toolbox of models and methods that make innovative ideas successful. Innovation brings progress, competitive advantages, and increases profits. However, innovation also always entails uncertainty and provokes defensive reactions, which is why strong communication skills are needed to overcome internal and external hurdles. Successful innovation communication creates awareness and builds necessary knowledge among all key stakeholders. It is fast, flexible, and pragmatic, anticipates resistance, addresses possible negative impacts, and builds bridges to the future.
Florian Hohenauer's book is aimed at communication professionals and those who aspire to become one-especially all those who want to develop sustainable communication strategies and are willing to invest a little more time to establish a strong foundation for them.
Renowned experts Christine Dingler, Gudrun Herrmann, Sascha Pallenberg, Christiane Schulz, Gerrit Gericke, and Danijel Visevic present their own strategic approaches in guest contributions and interviews. Practical examples illustrate the application of the tools presented.

List of contents

What innovation communication is and what the discipline can achieve.- The tools: 17 strategic models and methods for effective innovation communication including those from Moore, Sinek, and Häusel, as well as the Hero's Journey with its archetypes, cultural dimensions, and a Media Bias Map.- Guidelines for practical application, examples, combination possibilities, model matrix, and deployment map.- Extra: Innovation communication and the climate crisis.

About the author

Florian Hohenauer has been working as an innovation communicator on the agency side for over 20 years. His clients have included global brands such as LinkedIn, McAfee, and Snowflake, as well as numerous start-ups.

Product details

• Authors: Florian Hohenauer
• Publisher: Springer, Berlin
• Original title: Toolbox Innovationskommunikation
• Languages: English
• Product format: Paperback / Softback
• Released: 02.01.2025
• EAN: 9783658465414
• ISBN: 978-3-658-46541-4
• No. of pages: 198
• Illustrations: XXVII, 198 p. 24 illus.
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, Management, Management: Innovation, Marketing und Vertrieb, Storytelling, Corporate Communication, Innovation and Technology Management, AMEC Framework, communications management, Galloways T-Algorithm, Public Relations PR, Magic Quadrant and Wave, Positioning Company Innovation, Innovation PR, Gartner, Forrester, Communication Strategy, AIDA Framework, Christensens Innovator’s Solution, Innovation communications, Positioning Innovation, Innovator's Dilemma, Hiatts ADKAR-Modell, Moores Zone to Win, Channel Planning, Positioning Matrix