“And then a hero comes along…”

Empowerment storytelling and its powerful brand impact

Strong storytelling in HSBC NOW, HSBC's internal television programme


Reputation matters for business. According to the Reputation Institute there is a direct correlation between an organisation’s increase in reputation and the rise in public support it receives. In fact, the most recent report by the Institute indicates that a five point increase in reputation generates as much as five per cent to seven per cent increase in public support. So, the better the public support and higher the brand awareness, the better the public image.

Ana Adi

Dr. Ana Adi is a professor of public relations and corporate communications at Quadriga University of Applied Sciences in Berlin. She is the coordinator of PR2025, a delphi method study aiming to identify the technical and business competences PR practitioners should focus on to stay relevant and confident in the mid-term and editor of Protest Public Relations: Communicating Dissent and Activism (Taylor & Francis, 2018).

Camelia Crisan

Dr Camelia Crisan is executive director at Progress Foundation Romania. For the past six years she has been part of the managerial team of the Biblionet programme, a 26.9 million US dollars programme funded by the Bill and Melinda Gates Foundation, leading to the transformation of the Romanian public libraries.