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Five great books that will make you better at PR

4. The Choice Factory | Richard Shotton | @rshotton

The aim of PR is to reach an audience through earned media to influence them: usually to buy your stuff. But if you don’t understand how your customer thinks, or what behavioural biases will either deter them from buying (or convert awareness into action) you can’t deliver a message that will effectively change their behaviour. This book digests all the layman needs to know about behavioural science, gives real-world examples and tells you how to apply it in practice. Focus is adland but bluntly it’s a must for anyone in a leadership role or interested in communications.

Core PR takeaway: Awareness may not be the problem: to get people to do something different it helps if you understand why they’re not doing it already

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