Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful experience. They are the currency of human contact. — Robert McKee

Since the dawn of human communication, storytelling has been an essential tool used to construct the architecture of our existence. Stories of survival, innovation, culture, exploration, relationships and spirituality - these are the building blocks of human nature. Over hundreds of thousands of years, these stories have become historic markers, guiding the expansion and evolution of the human race.

If you wish to influence an individual or a group to embrace a particular value in their daily lives, tell them a compelling story. — Annette Simmons

Today, the art of storytelling continues to shape and enlighten our global, national and local communities. These stories are no longer found painted in caves or etched into stone tablets. We look for stories in the news, in magazines and on websites. Modern-day storytellers weave their narratives in boardrooms, on conference calls and through email. When trying to sell an event, product or service to a client, a successful marketer needs to be able to tell a good story.

Stories are powerful. They are the emotional glue that connects the storyteller with his audience and, more importantly, the audience with the idea the storyteller is trying to convey. — Jon Thomas

Telling stories in public relations begins with identifying your audience. This is the first step toward connecting the audience with your product or client. Knowing your audience will allow you to craft a story that is relatable. Audience-driven anecdotes encourage dialogue, engagement and interaction. Instead of pushing information out, PR needs to familiarize itself with the blogger, journalist or producer who's being pitched. Find out their interests and what makes their publication/outlet unique. Use this information to craft a story just for them.

Although facts and figures provide the framework for a story, the message should cater to emotional triggers and varying points of interest of its audience.

At its very core, marketing is storytelling. The best advertising campaigns take us on an emotional journey appealing to our wants, needs and desires — while at the same time telling us about a product or service. — Melinda Partin

When building a pitch or brainstorming an angle, advertisers should build out the framework starting with a few facts to lay the foundation. Remember, factual information alone won't paint a memorable picture. Capture the audience with imagery and relatable concepts as well. Once the facts are in place, the story can build. Now you're able to simplify complex information and draw an emotional response from your audience.

In order to win a man to your cause, you must first reach his heart, the great high road to his reason. — Abraham Lincoln

Why is storytelling the most effective way to communicate? When we listen to a story, we imagine ourselves in the shoes of the narrative's central figure. Mentally, we experience everything they experience and feel what they feel. By allowing the audience to see what you see, you have successfully connected with them with your message and synchronized your thought process with theirs. Storytelling allows you to get on the same wavelength with the person you're pitching to.

I realized the importance of having a story today is what really separates companies. People don't just wear our shoes, they tell our story. — Blake Mycoskie, founder and chief shoe giver, TOMS

To succeed in PR is to become a successful storyteller- broadening pathways of communication and connectivity with a variety of diverse individuals. A successful marketer sees the value in taking their audience on a journey, stimulating ideas, feelings, attitudes and emotions that are favorable to their message.