Communication does not just mean speaking or writing. Now it is also important to know what people think, feel and why they behave the way they do. ‘The words are the same as they are centuries old, but the meaning has changed with the times.’
Neuro PR: From Heart to Brain
Neuro-PR means communicating by understanding people’s minds and emotions. Man first feels, then thinks. Therefore, whatever touches the heart remains remembered for a long time. ,Whatever touches the heart, She is not dependent on logic.”
If we talk only about the statistics of a government scheme, then it does not have that much impact on the people, but when the same scheme is told through the story of a common man, then it seems personal.
Importance of storytelling in PR
India’s culture is made of stories,Ramayana, Mahabharata, folk tales. PR is incomplete without the art of storytelling. Story builds trust, and trust is the greatest asset of communication. Practical examples of Neuro-PR.
government scheme
In normal PR, when the message is given that 5 lakh people got benefit, it is not that effective. But in Neuro PR, while telling the story of the beneficiary, the message should be given like this, “Saraswati Devi from a small village in the hills, who was afraid of the cost of treatment, is healthy today because of this scheme.” So after listening to this story the emotional brain gets activated and trust increases. “When statistics find faces, Then the plans sink into the heart.”
cleanliness campaign
,“Don’t litter.” Instead of the usual neuro-PR based message of “Would you like to see the street where your child plays dirty?” It will have more impact on the brain. This awakens the feelings of parents, activates the protective brain and increases the possibility of behavior change.
digital payment/ UPI
The usual promotional approach is “Pay digitally, it’s safe.”
Whereas Neuro-PR method is:
“Today 7 out of 10 people in your neighborhood UPI Are paying from.
This has more impact on the brain. This shows social recognition. People do the work that everyone does.
“The path everyone is walking, And the steps turn automatically.”
communication during disaster
The usual PR message was “the situation is under control.” Instead of Neuro PR statement “We understand your concern. The government stands with you, and will give you correct information every two hours.” Is more effective. This reduces fear among the public and creates a sense of trust and reduces rumours. “That’s what people remember, Which makes them feel.”
Behavioral Communication: Understanding how to influence behavior
Behavioral communication says that humans do not always follow logic. He often does what is easy and what most people are doing. Often buyers come to the same shop where there is already a crowd.
“We don’t choose because it is right, we often choose because it is easy.”
heart and habit,communicate with both Neuro-PR touches emotions, Behavioral communication changes habits.
,When the heart accepts the matter, So changing habits becomes easier.”
This is why this method is most effective in social campaigns.
communication is a relationship
Communication in India is not just information, it is relationship. It is made up of language, culture and trust. Local language, folk examples and cultural references give the dialogue a sense of familiarity.
Digital age and responsibility
Today technology tells us how people react to what. But the purpose of communication should be guidance, not confusion.
soul of dialogue
The new science of communication is very powerful. Therefore it should be used for truth and public interest.
future dialogue
The PR of the future will be that which understands the mind and connects with the heart.
Give right direction to behavior and keep the society united.
“When words are spoken wisely, So dialogue builds the nation.”
(These are the personal views of the author.)
Disclaimer: This article has been written by Ravi Bijarnia, who is from the Information and Public Relations Department (DIPR) Deputy Director of Public Relations Society of India (PRSAI) and currentlyP.R.S.I.), Serves as the President of Dehradun Chapter.
