We’ve launched two proprietary Behavioural Science communications frameworks, OPERATE and MINDSET, designed to transform the development and delivery of communications campaigns.
Delivering greater intentionality and measurable positive behaviour change into communication programmes, these frameworks combine practical campaign structure with behavioural science principles. These frameworks empower communications teams to navigate complexity, reduce cognitive bias and drive real impact.
Kristina Barger, our cognitive science and behavioural specialist, led the development of the frameworks in conjunction with the wider agency team:
“Public relations is fundamentally about persuasion, requiring a deep understanding of audience motivations and behaviours. Yet many traditional approaches rely heavily on instinct and assumptions driven by emotion or social bias. This is especially risky in high-impact projects involving significant investment, public trust or visibility.
“Behavioural science is now an essential tool for PR professionals. By understanding how people think, decide and act, we can create credible, evidence-based campaigns that influence opinion, earn trust and deliver meaningful results.”
OPERATE provides a clear, step-by-step process for managing campaigns – from initial opportunity analysis to final reporting. Whereas MINDSET offers a flexible, principle-based approach to applying behavioural science throughout, helping teams avoid cognitive pitfalls and focus on what works.
Together, these frameworks elevate public relations practice – making it sharper, more accountable and more impactful by moving beyond instinct to intentional, evidence-based persuasion.
Andrew Baud, Talacom CEO, added: “Our belief is that the best campaigns don’t just look good – they work. They move people, create change and do so with intention. That’s why we built OPERATE and MINDSET from the ground up, embedding behavioural science at the heart of campaign design and delivery. These aren’t just buzzwords or checklists. They are practical tools to help us work smarter, reduce bias and craft campaigns as effective as they are creative.”
