Head Games: How Neuroscience, Psychology Principles Punctuate PR

The idea of PR professionals wanting to understand what’s inside the heads of their stakeholders isn’t a new one. In fact, there’s been a long history of a relationship between behavioral science, psychology, neuroscience and public relations, says Nancy Turett, global president of health at Edelman. But it seems now that as technologies that enable actually getting inside people’s thoughts and emotions improve, neuroscience is coming to the forefront as a key development in PR. Turett, who has a degree in psychology, has seen a groundswell taking place in communications. “I notice an increasing number of people in PR who are getting additional training in psychology,” she says.

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