Anyone working in communications has learned that storytelling is a vital element of influence. (An old Indian proverb proclaims, "Tell me a fact and I will learn, tell me the truth and I will believe, but tell me a story and it will live in my heart forever.") There is a wealth of literature and research that supports the value of a narrative approach to reinforcing or changing behaviors and for building support for an initiative or point of view.

Does it always work? In one case, in one study, it did not. In fact, using a narrative strategy in the argument presented in this study actually led some in the audience to move even further away from the desired position than they already were.

In this FIR Interview, Shel Holtz speaks with Dr. Liana Winett and Dr. Jeff Niederdeppe, co-authors of "When 'Tried and True' Advocacy Strategies Backfire." There are clear lessons from this study for public relations and public advocacy professionals.
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