"Nudge, Nudge": Is this a new framework for public relations strategy?

Public relations practice has always attracted challenges to its purpose and methods of practice. From the early days of ‘journalist-in-residence’ to today's highly sophisticated, research-driven campaigns, changing behaviours has been one of the core tenets of professional practice. How can behavioural science contribute to more effective communication strategies, and improve people's welfare? This paper proposes that having a better understanding of how people think and make decisions, public relations practitioners can utilise behavioural insights and move away from intuitive decision making. The paper argues that behavioural research leads to the betterment of society and contributes to more ethical decision-making.