In Episode 18 (Episode 4 of Season 2), Mary Beth speaks with Shay Lynn about several essential components of nudge theory and how nudge communications can make strategic communications initiatives even more valuable to organizations.
Shay and Mary Beth also discuss the complexity of PR metrics and how "too much of a good thing" can result in meaningless data overload for both PR teams and clients, without necessary directional insights that prove the real value of managing data in the first place.
Among Shay's insights:
- How her new journey as an entrepreneur is unfolding, in leading her own public relations consultancy -- already to much industry attention and acclaim
- What "nudge communications" is, examples of how it's integrated into campaigns, what the benefits are, and how public relations professionals can use nudge as an effective, well-planned technique
- Why metrics -- while important -- also can be mismanaged in ways that take the focus off the core benefits of campaign outcomes (or even make entire companies go awry, such as in the precedent-setting case example of Wells Fargo in the U.S. banking industry)
- How ethics factor into both nudge communications as well as use of metrics
- How a PRCA-UK PR Council initiative Shay is overseeing on ethics is looking to undertake its work in 2020
- What three things public relations professionals should focus on today to achieve meaningful behavioral change with targeted stakeholders
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