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How Behavioral Science Can help PR Pros Understand Motivation and Decision-Making
Description
Your client is wrong. You know it. They know it, somewhere underneath the certainty.
And you have two choices. You can tell them they're wrong, which will end the conversation and cost you the relationship. Or you can find the thing they want more than being right and take them there instead.
This is something most communications professionals learn the hard way and never quite put into words. Every difficult client, every resistant leader, every person digging into a position that will hurt them, they are not just wrong. They are running two competing motivations at the same time.
The need to be right. And the need to succeed.
And those two things are almost never the same thing. The PR professional who understands that distinction doesn't argue. They redirect. And the client ends up exactly where you needed them to go, convinced it was their idea all along.
Listen For
4:40 Can communicators actually motivate people to act?
7:17 Is PR returning to behavioral science, or losing its way?
8:55 What are system one, system two, and system three thinking?
11:17 How do you challenge a client without losing trust?
14:08 Will AI replace PR professionals or reveal who thinks strategically?
Guest: Roger Hurni, Founder & Chief Brand Strategist, Off Madison Ave
Outthink. Outperform. Transform Your Organization Through Behavioral Marketing
Doug
Farzana
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