Inspired by our Global CEO, Chris Graves, at Ogilvy PR we have been following closely how certain advances in neuroscience are translating into the discipline of public relations and communications.

1. The Contribution of Neuroscience
to the Art of Storytelling:
5 Lessons to Become Better
Communicators
Luca Penati, Ogilvy Public Relations Worldwide
BLUEMiND v San Francisco
June 2nd 2011

2. Great storytelling has unique power to
change opinions and behavior

6. I need something to
change your mind…

8. “Emotion, feeling, and
biological regulation all
play a role in human
reason…
We are not thinking
machines. We are feeling
machines that think.”

9. I need something to
change your mind…
Confirmation Bias
Charles Lord

10. The End of Reason
Appealing to logic with cold facts is not
effective. In fact, it can harden opinions.

11. The Giving Story
Thomas Schelling Paul Slovic Deborah Small

12. SHOW… 1
…don’t TELL

13. Provide Evocative 2
Scenic Detail

14. Keep it simple. 3
Avoid complication.

15. “For sale:
baby shoes.
Never worn.”
-Hemingway

16. Mind-Numbing 4
Words to Ban
Synergistic
Value-added
Innovation
Paradigm
Out-of-the-box
Shareholder value
End-to-end solution

17. The Caring Story 5
Left Brain Right Brain
• Sonic waves can retain an intensity of
140 decibels, 100 times more intense
than the level known to alter the
behavior of large whales
• Sonar systems operate at more than
235 decibels, producing sound waves
that can travel across tens of miles of
ocean
• Navy estimates that increased sonar On January 23 2009 More than 50 sperm
training will significantly harm marine whales beached themselves on a sand
mammals more than 10 million times bar on Perkins Island,Tasmania."
Credit: Tim Alexander/Marine Photobank
during the next five years off the U.S.
coast alone

18. On the Same Wavelength

19. On the Same Wavelength
Thank You.
Luca Penati
Twitter: lucapenati
Email: luca.penati@ogilvypr.com