Behavioral Communication – The Latest Science of Being Heard

This workshop is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Categories: Communication Strategy, Emerging Trends, Techniques & Tactics

We are entering a new era in PR and marketing with the integration of behavioral science, psychology and neuroscience into professional communication. Data-driven decisions can now be made to guide messaging, content marketing, media messages and crisis communication. In an always-on and hyperconnected world, the nuances of our communication are the difference between being heard and being ignored; and behaviorbased communicators have tools to be heard that give them a competitive edge.

Join the first PRSA Workshop on Behavioral Communication from Elizabeth Edwards, founder of Volume PR and the 11th Octave, and one of PRSA’s highest-rated speakers, to learn how to ensure your communication is heard and that your audiences take action.

Forbes listed Behavior-Based Communication as No. 1 on their list of “Marketing Tools and
Tactics That Will Shake Up 2019” because of its ability to make communication, PR and marketing measurably more successful.

In this dynamic and interactive one-day workshop, you will learn:

  • How to make your communication have a competitive advantage over other voices.
  • How to base communication decisions on hard data to increase outcomes.
  • To describe “Replication Crisis” is and why we can’t rely on all past psychological research.
  • What “Non-Conscious Research” is and how Pledge used it to revamp their messages to compete against one-step dusting products.
  • What the “11th Octave” is and why we need to engage it to be heard in a noisy world.
  • How to apply behavioral economics and Nobel Prize-winning “Nudge Theory” to increase positive responses to communication campaigns.
  • What the “Backfire Effect” is and how to make sure your communication does not create greater distance between you and your audience.
  • How one of the nation’s largest retirement brands was telling audiences NOT to buy their services (and how to not make the same mistake).

By the end of this workshop, you will be able to:

  • Understand how the mind is reacting to modern-day communication and what we must now do to gain attention.
  • Understand how to manage crisis communication and gain the highest degree of message acceptance.
  • Pitch media differently to increase the number of contributed articles placed.
  • Enhance your persuasion skills in your communication, marketing and public relations.
  • Strengthen loyalty among internal and external audiences.
  • Define how to release information so that it has the highest likelihood of being remembered.
  • Create a list of free tools to run your content through to guarantee it is at the right level for your audiences.
  • Master key skills needed to start speaking to your audience’s “11th Octave.”
  • Audit your existing communication new behavioral laws to increase positive responses from what you already have in place.


Elizabeth Edwards, founder and president, Volume PR and 11th Octave

Photo of Elizabeth Edwards

Edwards is an integrated communication who has created a behavior-based communication method that was named by Forbes Magazine as the #1 "Marketing Tactic and Tool That Will Shake up 2019." President of Volume PR, a firm with an 18-year, award-winning track record, and 11th Octave, the first integrated communication agency in the U.S. to develop a modern-day communication model based on behavioral science and the psychology of the human mind, Edwards and her team daily improve upon traditional PR and communication outcomes. For brands from BMW to Transamerica to Charter, Volume PR and 11th Octave work with organizations of all sizes to harness the power of science to bring about positive audience behavior change and increased results.



Participants with the APR credential earn 2.0 APR Maintenance Credits for a one-day course. Learn more about Accreditation maintenance.