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The brainy communicator

Christopher Graves, chairman of Ogilvy Public Relations, is turning to subjects such as neuroscience and behavioural economics to craft a better narrative.

'A company that already has a very strong reputation while going into a social media crisis, has a much bigger advantage and chance of getting through the crisis with some transparency and speed than a company that goes into it with a poor brand reputation.'

IT is an indication of how far the public relations industry has travelled, or perhaps, where it is headed, when the chairman of one of the world's biggest PR companies gets an international award for a research paper titled Brain Behaviour Story.

Christopher Graves, chairman of Ogilvy