For avoiding cognitive biases amid crises, brands must research and test their key messaging

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 08, 2020, 4:50 PM UTC

Creating a crisis communications plan can help brands take logical decisions and evade cognitive traps.

Brands must identify and address their cognitive biases across teams and departments during a crisis to make effective strategic decisions. Businesses communication must acknowledge that biases exist, instead of putting out denial messaging like “it’s business as usual”.

Researching and testing key messages targeting consumers, employees, and other stakeholders can help brands avoid biases creeping into communications. While framing messages, rather than stressing on data upfront, the information must be shared subtly and focus on the presentation and audience perception.

Having multiple viewpoints from people with different experiences and professional expertise prevents marketers from “cherry-picking” information. Some of the cognitive biases’ that brands should be aware of are anchoring, self-serving, familiarity, herd mentality and more.

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