The Science of Communication: How to Read Your Customer's Mind

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Categories: Communication Strategy, Techniques & Tactics

Communicators are always looking for new insights into what make audiences tick. At the 2016 Western District Conference and the 2016 and 2017 PRSA International Conference, Elizabeth Edwards introduced audiences to how smart communicators are using new neuroscience findings and behavioral science to increase positive responses from PR, communications and marketing. In this new session, Edwards will expand upon her presentation, providing five new “Rules of Engagement” — with incredible impact on outcomes. This behind-the-scenes look will map specific strategies, tactics and behavioral laws responsible for achieving unprecedented results — and help attendees understand how they can incorporate these insights into their programs. Do you know the top ways to create unity among customer audiences, fueling both brand awareness and brand love? Have you seen how behavior-based strategies are getting haptic communication into the hands of customers? Do you know how to pitch media to get an 80 percent higher “yes” response rate? Combining the latest neuroscience research with tried-and-true human behavior laws from psychology, sociology and anthropology, PR practitioners can leverage a powerful equation for creating a new best practices blueprint. Session attendees will walk out with actions they can begin implementing immediately to fuel an increase in results. The session will also address a “science revolution” in the communication industry causing B2B/B2C distinctions to be replaced with messages that target “human-to-human” (H2H) connection points.

By the end of this webinar, participants will be able to:

  • Uncover how to strategize and develop messages that improve storytelling and tap into the emotions and unconscious needs of customers, clients and media — increasing the likelihood of producing the desired action and reaction from key audiences.
  • Understand to increase ROI using proven scientific strategies that can be applied immediately to agency and client’s communication programs (expanding greatly on the first five “laws” shared in 2016).
  • Discover specific “rules and tools” from new neuroscience research and behavioral science disciplines that will help you create stronger, more relevant and more engaging communication with clients, media and target audiences, tying into how their brains are hardwired to respond.


Elizabeth Edwards, president and CEO, Volume Public Relations

Elizabeth Edwards founded Volume Public Relations in 2001 as an agency rooted in the principles of behavioral and cognitive science. Creating “More Awareness, More Customers and More Results” is Volume’s mantra, and her clients range from technology startups to Fortune 500 leaders. Prior to starting her own agency, Edwards was in the practice of building technology and consumer brands from her tenure with Ogilvy Public Relations and The Boeing Company, including supporting Boeing’s Rocket dyne Propulsion and Power brand and International Space Station. Edwards was twice awarded the International Association of Business Communicators’ (IABC) Bronze Quill award, the League of American Communication Professionals (LACP) Spotlight and multiple Magellan Awards, was recognized by PR Week for achieving the most cost-effective B2B PR results in the U.S., and grew Volume to be named one of the fastest-growing private businesses in Colorado by the Denver Business Journal.



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