I've long been an advocate and user of behavioural psychology. At my old PR agency, we successfully pitched a 'nudge' idea to the NHS back in 2008, just months after the book was published. Ironically, the campaign we were asked to work on changed so we never implemented that particular nudge idea!
This is quite a cynical and critical article. My personal belief is nudge theory has its place but isn't always the appropriate way to achieve objectives and needs to be used carefully. But that's no different to anything else in public relations and corporate affairs.
Sujit Patil and Amith Prabhu are two of India's foremost public relations practitioners. I'm privileged enough to have worked with both. They have combined forces to write The Pursuit of Reputation.
The book combines a thoughtful explanation of reputation and why it is so critical with practical actionable ideas and tips. Each section is accompanied with insight and opinion from public relations and communications experts.
I'd like to thank Amith and Sujit for asking me to be one of the only contributors not from India. My contribution was on AI and communication technology. It was written before the launch of ChatGPT, but holds up well. I said: "The one technology that is already having a major impact which is increasingly significantly every month is artificial intelligence." I then referenced some of the uses, which are still the same with the main difference being they are all much better.
I've worked with companies in India for the last 10 years. India is home to some of the world's most dynamic and exciting companies and professionals. What I like most is the willingness to embrace new ideas and experiment. Suggest a 'future of PR' idea to an Indian company and they might be trying it within weeks. Try the same with most UK companies and they'll still be discussing it six months later.
Amazon links to purchase: UK, USA and India (both Kindle and print available).
The Dublin Conversations is a fascinating project looking at the potential future of public relations and communications. At the end of September, it is holding a conference in Sligo, Ireland. You can find out more about the Dublin Conversations, the conference and my contribution to the international project in this article on my PR Futurist blog.