Public Relations: A Brain-Based PerspectiveViewing public relations through a brain-based perspective allows practitioners to gain rich insights into how publics make decisions. Professor Baba Shiv, Stanford Graduate School of Business, explains how practitioners might use this perspective to their advantage .
In order to influence key stakeholders, we must understand that they generally make their decisions quickly and based off emotions, according to Professor Shiv. Most stakeholders face an unstructured environment on a day-to-day basis allowing for emotion to play a role in the decision-making process.
According to Professor Shiv, about 90 to 95 percent of our decisions are based off instinctual emotions. Although, we may think the rational brain is making those decisions, it is actually just rationalizing what the emotional side has done. Understanding emotions such as stress, comfort and challenge is key to understanding how our stakeholders make important decisions.
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Each year, the Institute for Public Relations partners with the New York Chapter of PRSA to recognize standout efforts in the public relations programs that integrate research, measurement and evaluation into practitioners' professional work. Winners in each category of the Big Apple Awards are eligible to receive the "Best Use of Research, Measurement and Evaluation Award."
The 2013 Big Apple Awards competition is open to all public relations professionals in New York, New Jersey and Connecticut for programs created in 2012 and implemented anywhere in the world.
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