Science-based Marketing & Public Relations

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In a recent episode of the PR Talk podcast, Elizabeth Edwards—founder of Volume PR and Engagement Science Lab—offered a fascinating look into the core principles of “science-based marketing.” Hosted by Amy Rosenberg, this wide-ranging conversation touched on everything from how we can apply behavioral science to business messaging to Elizabeth’s personal journey in practicing self-kindness and mindset shifts. Below is a comprehensive recap of their discussion, with added insights on how these ideas can be applied across communication disciplines: B2B marketing/PR, crisis communication, internal and team messaging, and leadership communication.


Introducing Elizabeth Edwards: Science-Based Marketing Pioneer

Elizabeth Edwards has spent over 20 years exploring the intersection between behavioral science, neuroscience, and real-world communication challenges. Early on, she realized traditional marketing and PR often focused exclusively on the conscious mind—logic, product features, promotional hooks—yet left behind the vast non-conscious aspects that actually drive 95% (or more) of our daily decisions. By founding Volume PR in 2001 and later the Engagement Science Lab, Elizabeth built a framework to help organizations harness behavioral insights ethically, ensuring that messages truly “land” with audiences and foster genuine connection rather than just superficial persuasion.

1. Volume PR

  • A full-service strategic communication agency, offering media relations, product launches, brand strategy, and more.
  • Recognized as a “lab” for testing how to engage audience minds more effectively, especially for complex products or social awareness campaigns.

2. Engagement Science Lab

  • Focuses on training and research in behavioral science principles, equipping in-house communication, PR, and marketing teams with systematic methods to design more impactful campaigns.
  • Tackles non-conscious research methods, from implicit association testing to advanced survey designs that uncover what consumers really think and feel—beyond what they self-report.

Key Idea: Rather than use behavioral “hacks” to trick people, Elizabeth’s approach aims to “speak from the frequency of understanding,” i.e., using science to clarify meaning, foster empathy, and drive sustainable relationship-building.


Major Themes from the Interview

1. Why Science Matters to Marketing and PR

According to Elizabeth, even seasoned communicators rarely factor in the mind’s complexity. We often rely on gut feelings, short-term sales tactics, or industry “best practices.” Her team takes a more holistic approach, drawing insights from cognitive psychology, anthropology, behavioral economics, and neuroscience. This means:

  • Appealing to non-conscious motivators—not just rational, fact-based messaging.
  • Avoiding manipulative shortcuts (like hyper-urgency pop-ups or false scarcity) that might boost conversions briefly but can erode trust and brand equity over time.
  • Recognizing that science is dynamic—we must remain agile as research findings evolve, just like medical or environmental science updates over time.

“We can’t just rely on buzzwords or marketing funnels that over-inflate urgency. Real science-based marketing is about aligning clarity, empathy, and actual solutions—so that audiences are empowered, not pressured.”
—Elizabeth Edwards

2. The “Mask Messaging” Example: Science vs. Certainty

During the interview, Amy cited Elizabeth’s Medium article addressing how U.S. health leaders initially handled COVID-19 mask communication. Elizabeth argued that by making overly definitive statements—without caveats about how knowledge evolves over time—spokespeople inadvertently triggered “Backfire Effects.” These occur when audiences cling to an earlier directive and become angry or distrusting when it later changes.

In a crisis or emerging issue, Elizabeth advises:

  • Offering room for updates (e.g., “Here’s what we know right now; new data may adjust our advice.”).
  • Avoiding absolute language that sets up the speaker for criticism if/when science changes.
  • Understanding that humans do crave certainty—so part of an effective communicator’s job is to balance reassurance with transparency.

3. Shifting Self-Talk: Elizabeth’s Personal Journey

In a poignant turn, Elizabeth shared how she applied these behavioral insights to her own life. After facing significant personal loss—the unexpected passing of her close friend and a marital crisis—Elizabeth realized she had cultivated a highly critical “inner boss,” constantly judging her own actions. By changing how she spoke to herself (“Would I let anyone talk to my best friend this way?”), she discovered the power of radical self-kindness.

During the pandemic, she also adopted a science-based approach to health and nutrition. The results were profound:

  • She lost 115 pounds in eight months, without an aggressive exercise program—showing how mindset, circadian-rhythm eating, and self-talk combined to create sustainable change.
  • She launched Radically Delicious Healing, a Facebook group-turned-community that explores how to transform negative self-talk and harmful habits into healing.

Takeaway: If internal communication can literally reshape someone’s body and personal life, imagine the potential for better, more affirming ways of communicating with audiences and consumers.

4. Measurement Matters—Even for Complex Audiences

A consistent question in PR and marketing is: How do we measure results? For complex B2B or long sales cycles, tracking direct conversions is less straightforward. Elizabeth points to methodologies such as AMEC’s Barcelona Principles, advanced audience surveys, and implicit association testing. This multi-pronged approach helps professionals gauge shifts in:

  • Attitudes—Does the audience view your brand more positively?
  • Perceptions—Has brand messaging closed awareness gaps or corrected misconceptions?
  • Behaviors—Are you seeing desired actions (such as more downloads, sign-ups, or advocacy)?


Applying Science-Based Marketing: Four Communication Contexts

Elizabeth’s insights have direct relevance for various communication spheres. Below, we highlight key considerations for each, along with tips inspired by her interview.

1. B2B Communication / PR / Marketing

Key Challenge: B2B sales purchasing involves longer cycles, multiple stakeholders, and complex offerings. Traditional marketing tactics that rely on superficial “fear of missing out” or hype seldom work in B2B.

Science-Based Tips

  • Speak to the Non-Conscious: Don’t assume enterprise buyers are purely logical. Use case studies, storytelling, and emotional framing that align with their underlying values (e.g., career growth, reputational gains).
  • Address Cognitive Overload: B2B decision-makers juggle countless priorities. Simplify messages, highlight clarity, and avoid overstuffed materials.
  • Use Measurable Benchmarks: Track “micro-conversions” (e.g., each time a stakeholder engages deeper with your content) to see how attitudes and perceptions evolve pre-sale.

2. Crisis Communication

Key Challenge: In a crisis (like COVID-19), audiences crave definite answers. But absolute statements risk credibility when facts evolve.

Science-Based Tips

  • Acknowledge Change: It’s not a weakness to say, “Our advice may shift as we learn more.” This preempts the Backfire Effect if updates become necessary.
  • Prioritize Empathy Over Fear: It’s tempting to rely on fear-laden messages to spur quick compliance. Instead, combine calm authority with real empathy, respecting that audiences are stressed.
  • Reduce Thought-Terminating Clichés: Avoid phrases like “That’s just the way it is,” which can shut down dialogue. Offer constructive next steps.

3. Internal Communication & Team Messaging

Key Challenge: Siloed teams, remote work stress, and daily friction all arise if colleagues feel misunderstood or judged.

Science-Based Tips

  • Promote Positive Self-Talk: Just as Elizabeth used a kinder inner dialogue to transform her life, encourage employees to do the same. Team culture benefits when people feel safe admitting mistakes or offering alternative ideas.
  • Feedback vs. Criticism: Swap blame-oriented language (“Why didn’t you do this?”) with solution-oriented language (“Let’s explore what went wrong and fix it together.”).
  • Elevate Psychological Safety: Compassionate listening and authentic check-ins, rather than rigid top-down commands, can revitalize team engagement.

4. Leader Communication Skills

Key Challenge: Executives frequently address large audiences (media, internal staff, stakeholders) with messages that shape brand identity. A misstep can echo for months—or years.

Science-Based Tips

  • Ditch Extreme Certainty: Presenting open-ended, nuanced stances can preserve leadership credibility if details change.
  • Model Respectful Inquiry: Show humility and curiosity—your team and external audiences will mirror that approach.
  • Use Behavioral Data: By comprehending how the mind works, leaders can design inclusive, resonant messages that maintain morale, loyalty, and trust across various constituencies.


Key Takeaways

  1. Speak from a Frequency of Understanding
    • Instead of short-term manipulations, frame your message around clarity, genuine empathy, and respect for your audience’s intelligence.
  2. Anticipate Scientific Evolution
    • Whether referencing medical science, a changing marketplace, or your brand’s roadmap, leave room for data updates and refinements to avoid the “Backfire Effect.”
  3. Examine Your Own Inner Language
    • Elizabeth’s journey highlights the power of an internal dialogue that lifts rather than shames. When you treat yourself well, you can communicate more effectively with others.
  4. Measure What Matters
    • Go beyond clicks or leads; look at shifts in awareness, attitudes, and behaviors, using advanced research tools where possible.
  5. Real Change Begins at Home
    • As Elizabeth learned, adopting science-based processes in your personal life—mindset, habits, self-talk—can catalyze broader creativity and authenticity in your professional messaging.


Final Thoughts

Elizabeth Edwards’ conversation on PR Talk offers a compelling vision for how communication—and even personal well-being—can flourish by applying behavioral insights ethically. From rethinking the way we address internal crises (like self-criticism) to elevating brand messaging in high-stakes contexts, her “science-based marketing” approach provides a blueprint for deeper resonance, trust, and real transformation.

To explore more of her work, including training opportunities and consultation, you can visit:

For the full podcast interview with Amy Rosenberg, check out PR Talk and listen to the complete discussion on how science-based marketing can change both your professional and personal life.


Ready to put science-based communication to work for you? Contact our team to see how Volume PR can help your message and business succeed.

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Elizabeth Edwards

Elizabeth Edwards is the founder of Volume PR, Engagement Science Lab, and creator of The Frequency of Understanding; an international movement to combining behavioral science and neuroscience with communication strategies to accelerate understanding and change.

About Elizabeth & Volume PR

Volume PR

Communication. Conversation. Conversion.