Here’s a hefty piece of commentary by Christopher Graves, chairman of Ogilvy Public Relations, on how public relations is becoming more “scientific,” as presented by Amit Roy Choudhury in a Business Times story. Graves has been turning “to subjects such as neuroscience and behavioral economics to craft a better narrative,” Choudhury reports.
“IT is an indication of how far the public relations industry has travelled, or perhaps, where it is headed,” Choudhury writes, “when the chairman of one of the world’s biggest PR companies gets an international award for a research paper titled Brain Behaviour Story.”
Technology is having a profound influence on PR, Graves feels, and explains why under five headings: Hacktivism or brandjacking, SoMoClo - social media, mobile technology and cloud computing and big data analytics, Rise of the sharing economy (communities not corporations providing capacity), Behavioral science, such as neuroscience, behavioral economics, social psychology and narrative theory, and Content creation and marketing.
There’s a lot in Choudhury’s story (reflecting, of course, Graves’ thinking) to wrap your heads around.