There are no doubts about the impact of good Story Telling in any form of communication. I am sure we have all experienced emotional overhauls while watching powerful movies. When was the last time you were riveted to your chair while listening to a powerful speech. These phenomena are a result of the magic spell cast by a well crafted story and its impact on your brain in evoking various emotions.
Chris Graves, former Chairman of Ogilvy PR and the present head of the company’s Behavioral Sciences division is a champion of the impact of story telling in PR. He often quotes evidence based on solid research papers across scientific practices such as neuroscience, behavioural science and psychology in his presentations.