At Quinn we believe PR is about storytelling, so we were very happy to discover this philosophy being supported by a Nobel-winning economist. Here is Robert Shiller, Yale economics professor and Nobel laureate, on how people relate to information:
“Psychologists have argued there is a narrative basis for much of the human thought process, that the human mind can store facts around narratives, stories with a beginning and an end that have an emotional resonance. You can still memorize numbers, of course, but you need stories.
"For example, the financial markets generate tons of numbers – dividends, prices, etc. – but they don’t mean anything to us. We need either a story or a theory, but stories come first.
"Most people don’t really get around to much in the way of theory.”
Excerpt from interview with Shiller, WSJ.MONEY, Spring 2014