Facts don't win hearts. Feelings do.
And helping people feel good about a new way of looking at a particular issue or topic is much more effective at changing their minds than making them feel confronted or challenged.
Recommended reading for PR and communications pros below.
“We all hold beliefs—beliefs about gender, about science, about how things should work in our industry and about our friends and family—and without being aware of it, we spend every day looking for information that confirms those beliefs. But what happens when we encounter information that contradicts those beliefs?”