The Value of a Good Story

As Purdue communicators, most of us write stories and create visual content to showcase faculty researchers’ work. Naturally, some of the storytelling about this work will include statistics, facts and complex details. These are often important elements, as they distinguish one research project from others within their disciplines.

But remember, also, that it’s up to us to put some heart behind the facts and figures. Why? Because audiences are many times more likely to remember factual information when it’s embedded within a good story.

We typically aim to inform, engage, intrigue and build trust and loyalty with the content that we create. In most situations, a compelling narrative is the best way to connect with our target audiences and drive long-term impact.

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