We let the facts do the talking.

Psychology is in every move you make and every word you type (Vol 1)

Part 1: Using Psychology to better understand client needs

Psychology is the scientific study of the mind and behaviour, including conscious and unconscious phenomena, as well as feeling and thought. Every word you say or type is directly related to Broca’s area, the part of the brain that makes speech unique to every individual.

Psychological analyses can be highly efficient to better understand your clients’ needs. In PR agencies, using client-specific key messages is crucial for any document being written, whether it is a press release, speech, or even a social media post.

When used adequately, psychological analysis of your client needs can really influence the choices being made and material being written; it is highly important for driving SEO to your clients’ news releases, websites, or social media channels. This allows PR specialists to perform required tasks while proactively recommending clients with a way forward, identifying new trends that influence clients and create a specific plan and tactic related to their key messages to best tackle trends in a timely and effective manner.

It is no secret that crises often occur, both major and minor ones, hence the need to have a crisis communication planned and ready for tackling any crisis that comes along the way. Psychologically adapting your clients’ crisis communications to suit their needs can be highly effective for PR agencies to support their credibility across the market.

Coming from a scientific background, one of the things that allowed me to excel at Cicero & Bernay, and in public relations in general, is the application of psychology to my everyday work. Body language is an extremely efficient tool to effectively spread your messages across the board.

Have you ever wondered how body language can ensure your messages are being thoroughly reached? 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. |