Brain. Behaviour. Story.
Christopher Graveson 04 November, 2014 at 05:11
Over a six-year period, Ogilvy Public Relations Global CEO, Christopher Graves, digested more than 800 pieces of primary research to connect emerging findings in behavioral economics, neuroscience and narrative theory in order to craft a new point of view on narrative effectiveness in communications. The findings overturn much of what communications professionals believed through conventional wisdom.
Back to our roots
While public relations once called itself an applied social science, it now risks being left behind as anachronistic. After decades of fine tuning its execution in media relations, mapping influencers, developing detailed plans to segment and target separate audiences for messaging, PR has not kept pace with scientific discoveries in behavioral economics, neuroscience and narrative theory. But now, by connecting three historic accidents and discoveries, we can revitalize this social science to bring far more effectiveness and scientific underpinning to the art of narrative that lies at the very core of successful public relations and all communications.
Click here for the report on why Public Relations needs to return to its scientific roots.