Social neuroscience: new approaches for public relations and communications management

Abstract

Advances in cognitive neuroscience and the mapping of the human brain provide great opportunities for the fields of public relations and communications to begin to more clearly understand how storytelling, strategic messaging and communication activities influence human perceptions of trust, credibility and authenticity. This essay provides insights into the interconnections between professional communications and how the science of how people respond to those initiatives. From brain imaging technologies (fMRI) to measuring brain activities levels (EEG), these new technologies are enabling communication researchers and practitioners to have  better understanding of physical and perceptual responses which may lead to attitude and behavioural changes in the intended communication audiences.