Stories That Build Trust

Oxytocin has been called the “love hormone,” but it’s also called the “moral molecule.” Studies show it plays a huge rule in regulating our moral behaviors, influencing our views and decisions. How much or how little of the moral molecule we have can often be calibrated by external forces: a hug, a puppy, and social media, for example, have all been shown to increase oxytocin levels. In one study, for example, participants who received an oxytocin boost donated, on average, 56 percent more money to charity compared with participants who received the placebo.

So what does that have to do with PR and storytelling?

Compelling stories have been shown to cause huge temporary spikes in oxytocin. In those windows of time, people are moved to act based on feelings of empathy and trust. Authentic storytelling flips a biological switch that allows audience to perceive brands as human entities with values. Like a cheat code.

In other words, stories build trust. They can be used to great effect in PR to promote, as well as to protect, enhance, and build reputations.

Can you think of some stories that have moved you to action?