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