19. Communication tools: Tell simple and surprising stories

Some of the literature on communication does not set out to provide theoretical models, but rather touches on a range of practical tools that can be used by those wishing to communicate effectively. These include, for example, the use of stories and of images. People relate more easily to stories than to abstract discussions, and they identify more readily with a person in another part of the world if they are given a name and a picture. Stories are also easier to remember and reproduce. If they include an element of surprise they are more likely to attract attention. The power of visual images is also a key element in effective communication – frequently, ‘seeing is believing’.

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