We let the facts do the talking.

Psychology is in every move you make and every word you type (Vol. 6)

Part 1
Connecting the dots between psychology and PR

In my previous blog, I talked about how psychology can help you strengthen your problem-solving skills, especially when it comes to crisis communication.

Public relations is often described as a strategic communication process that forms mutually beneficial relationships between organisations and their audiences, and psychology is the fundamental basis of how these relationships are built. Relationships in PR are not just built on a message, but they are also related to the theory behind how people think.

Psychology can ideally help you understand how you can connect with your target audience by assessing four main aspects: identifying the target audience, understanding their attitude, comprehending their awareness, and their ability to remember what you are trying to communicate.

Like psychology, professionals in PR develop hypotheses regarding human behaviour. It is then looked upon using different scientific methods, including direct observation, experimentation, and field studies. These allow PR professionals to provide information that is effective, persuasive, and often leads to action.

One may ask how a successful PR strategy can be developed for a client. The answer is simple; effective plans and strategies are guided by psychology. When you correctly analyse and use the four main aspects mentioned above, you can link psychology to PR, which will enhance the effectiveness of your strategy and plan.

Can psychology affect and influence the way you communicate? Find out more in the next part of my blog.

Antoine Boghos is Account Executive at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me