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Why we tell stories

by The 100 Companies

A few weeks ago, I helped with my granddaughter’s nighttime routine. It always starts the same way: she selects four books from her impressive library, hops in my lap and follows my narration.

As PR professionals and journalists, we always look for the story to tie together facts. It’s not just because we prefer stories – research confirms facts may escape our minds while we’ll remember tales.

As children, we hear stories at home, church, temple and school. We believe that trains our brains to hear, store and retrieve information delivered in story form. Try telling them in 100 words!

Chris Schroder, The 100 Companies

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