Although not a behavioural science, Public Relations operates on similar principles as Psychology. In the early 1920s Edward Bernays, was the first to find a link between the two fields.

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While brands take multiple factors into account when planning campaigns, press releases and product launches. Some of these are cultural influences, stereotypes, positive and negative biases. PR professionals aim to communicate information that is not only persuasive in nature, but also leads to consumer action.

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This whitepaper discusses the strategic link between PR and Psychology. It delves into how PR not only gets influenced by the on-going trends, but also, how it acts as the influencer when it comes to trend-setting.