How Behavioral Science Can help PR Pros Understand Motivation and Decision-Making

Your client is wrong. You know it. They know it, somewhere underneath the certainty. And you have two choices. You can tell them they're wrong, which will end the conversation and cost you the relationship. Or you can find the thing they want more than being right and take them there instead. This is something most communications professionals learn the hard way and never quite put into words. Every difficult client, every resistant leader, every person digging into a position that will...