Traditional media has been upended by digital and social channels and influencers arguably now have greater reach than trusted news sources.
That’s why behavioural science (BeSci) is shaping future of PR and becoming an essential tool for PR professionals. By understanding the science behind human behaviour – how people think, make decisions and take action – we can build more credible, evidence-based campaigns that can really influence opinion, earn trust and drive real results.
We spoke with Kristina Barger, TALA’s resident behavioural scientist, to explore how PR can harness the principles of behavioural science to create impactful strategies.
Moving beyond intuition to an evidence-based approach to communications
One of the key advantages of behavioural science is that it offers a structured, scientific approach for PR professionals. According to Kristina, “behavioural science provides a way to identify what works – and what doesn’t – before and after launching campaigns. This process shifts decision-making from intuition to evidence.”
When we’re driven by evidence rather than gut instinct, we reduce the risk of making decisions that don’t land well with our audience. Instead of wondering whether a creative idea will resonate, behavioural science helps PR teams forecast outcomes more accurately, improving confidence in the strategies we recommend.
Reverse-engineering campaigns from desired outcomes
Behavioural science enables PR professionals to work backward from their desired outcomes, identifying the specific drivers and levers that encourage audiences to act.
This is where scientific methodologies shine, Kristina notes: “Behavioural science helps us think critically about the behaviours we want to influence, the barriers audiences may face and the interventions most likely to create change – be it through communications, policy or even subtle nudges.”
This process can be agile and iterative, allowing for faster insights that can improve campaign effectiveness in real time. For example, applying behavioural science principles might reveal that a simple tweak in message framing can significantly impact audience engagement.
Increasing ROI through rigorous testing
For many clients, the ROI of PR campaigns is a top concern. Behavioural science provides a set of methods to test campaigns before scaling up, giving clients confidence that their investment will yield results. “By conducting experiments like focus groups, surveys, or randomised control trials (RCTs), we can determine if a creative idea resonates with the target audience from a quantitative perspective,” Kristina explains.
This testing allows PR teams to forecast results and calculate ROI, giving clients the transparency they need to feel confident about their choices. Behavioural science also allows clients to make informed decisions under uncertainty. Kristina illustrates, “If Option A has an 80% chance of success but costs $35k and Option B has a 75% chance and costs £20k, clients can decide based on this data.”
Building campaigns on proven frameworks
Behavioural science frameworks like EAST (Easy, Attractive, Social, Timely) and COM-B (Capability, Opportunity, Motivation, Behaviour) provide evidence-based structures to guide PR strategies. These frameworks are rooted in research on human behaviour and have been proven to be effective in a variety of real-world settings.
PR professionals can leverage these frameworks to design campaigns that are not only compelling but also easy for audiences to understand and act on. Using these methods, we can better anticipate how audiences might respond to our messaging and adapt our strategies accordingly.
Navigating biases and heuristics
Human decisions are often influenced by subconscious biases and heuristics. Behavioural science sheds light on these patterns, allowing PR teams to create messages that align with how people naturally think and act. For example, the “scarcity” bias, where people value limited items more highly, could be strategically applied to drive urgency in a campaign.
“Behavioural science provides a set of evidence-based tools to supplement in-house knowledge,” says Kristina. “It’s a way to leverage over a century of scientific research to make PR campaigns more effective and impactful.”
The power of behavioural science in combating misinformation
In a world were misinformation spreads quickly, it’s crucial for PR professionals to understand behavioural science techniques. Misinformation campaigns already leverage BeSci principles to manipulate public opinion, which demonstrates just how powerful these tools can be. By understanding these techniques, PR professionals can create campaigns that communicate truth and integrity, helping to build trust with their audiences.
Embracing the future of PR with behavioural science
As PR continues to evolve, behavioural science offers the tools and frameworks needed to stay agile, responsive and impactful. From evidence-based testing to reducing uncertainty, BeSci enables PR professionals to create campaigns that not only capture attention but also drive meaningful, measurable outcomes.
In a world of competing messages, the scientific insights from behavioural science are invaluable in helping PR professionals stand out. When campaigns are grounded in proven principles, they are better positioned to make a lasting impact – one that resonates with audiences, meets client goals and ultimately, shapes the future of the industry.
