BEHAVIOURAL SCIENCE IS UNDERUTILISED IN PR AND COMMS, REPORT REVEALS
The BS Monitor from behavioural science communications agency, Lynn PR, reveals PR and comms professionals believe behavioural science is increasingly valuable in driving campaign results. But, there is a lack of understanding about how it can be used in diverse and tangible ways.
The BS Monitor is pulse check dedicated to the literacy and adoption of behavioural science in the PR and communications industry. The inaugural survey launched with the aim to provide insight into how aware and educated PR and communications professionals are in behavioural science methodologies, as well as the current usage in comms practice.
Despite recognition of its value, purchase motivators to invest in up-skilling workforces and consulting behavioural science expertise were found to be low among PR and comms practitioners.
In a campaign for Bron Afon Community Housing, the application of behavioural science principles led to an 805% increase in response rates, says Shayoni Lynn, CEO of Lynn PR.
The application of behavioural science strategy for the NHS South East London CCG mental health campaign, created a 4.5x improvement in response rates and a 44% engagement from BAME residents, says Lynn. These results ultimately led to a 131.5% increase in self-referrals to Improving Access to Psychological Therapies during the campaign period
“More recently, reframing internal communications content for a government agency led to a 147% increase in response to a key call to action in just 2 months, compared to the previous 12 months,” adds Lynn.
Behavioural science can help create marketing and communications strategies are more precise, efficient and predictable. “The results of The BS Monitor highlight the opportunity there is to educate our industry about the benefits of applying B-Sci to our communications practice, and the significant impact that can be gained as a result,” adds Lynn.