Podcast Interview with Elizabeth Edwards on Ethical Voices
In a recent episode of the Ethical Voices podcast, Volume PR’s Founder and President, Elizabeth Edwards, shared her cutting-edge perspectives on ethical communication practices, the misuse of behavioral insights, and the tremendous responsibility communicators carry when shaping public messages. Hosted by Mark McClennan, APR, Fellow PRSA, this thought-provoking discussion delved into many of the current challenges facing public relations and marketing professionals as they strive to balance impact with integrity. From “weaponized” messaging to replacing unproductive clichés in everyday language, the dialogue stands as a must-listen for anyone seeking to raise the standard of how we communicate.
Introducing Elizabeth Edwards: A Scientist of Communication
Elizabeth Edwards is the founder of Volume PR and Engagement Science Lab, with more than 20 years of experience applying behavioral science, neuroscience, and cognitive psychology to professional communication. Her background includes working at The Boeing Company’s space division and the global PR firm Ogilvy before launching Volume PR. She recognized a gap between what the science of the mind can teach us about effective engagement and how communication is actually practiced in the marketplace. That revelation led to the creation of Engagement Science Lab and coming soon, the Civil Influence Institute—platforms that encourage a more ethical and empathetic application of influence, rather than using persuasion purely for short-term gains.
What Is the Civil Influence Institute?
Elizabeth is now spearheading the development of the Civil Influence Institute to provide specific frameworks, training, and best practices. The goal: help communicators, business leaders, and organizations apply behavioral science insights in a responsible manner. Instead of resorting to fear-based messages or micro-manipulative tactics, communication professionals can focus on language that respects an audience’s agency and fosters civil, constructive dialogue.
The Weaponization of Communication: Why It Happens and How to Address It
One of the central themes in Elizabeth’s interview was the ethical challenge of weaponized communication and how to counter these tactics with behavioral communication. Weaponized communication refers to using scientifically validated communication tools—such as scarcity, urgency, or fear-based triggers—in ways that manipulate audience well-being, rather than genuinely informing or empowering them. The speed of social media, combined with advanced marketing automation, has supercharged these tactics:
- Fear as a Default Tactic:
Many campaigns highlight potential losses or catastrophes, artificially amplifying negative emotions. While short-term spikes in engagement or conversion may occur, such approaches can undermine trust and harm long-term relationships with stakeholders. - Over-Manufactured Scarcity and Urgency:
Pop-up messages (“Only 2 seats left!” “John just purchased!”) attempt to simulate high demand or social proof, pressuring site visitors to act out of FOMO (fear of missing out). Though common, Elizabeth views these as manipulative because they fail to honor the intelligence or autonomy of the audience. - Short-Term Gains at the Expense of Trust:
While these techniques may increase revenue initially, they can damage relationships with customers, employees, and broader communities. Elizabeth noted that real success in PR emerges from building authentic relationships and delivering consistent, ethical engagement.
Avoiding Thought-Terminating Clichés
A particularly insightful segment of the interview explored the concept of thought-terminating clichés. These are phrases that effectively shut down deeper inquiry or dialogue. Some examples:
- “It is what it is.”
- “That’s just how things are.”
- “We have always done it this way.”
At first glance, these may sound harmless. But Elizabeth points out that any cliché designed to stifle questioning can create an atmosphere of complacency or dismissal:
- In Business & Team Dynamics: Leaders often unconsciously wield these phrases to discourage further probing of complex issues. This prevents teams from identifying innovative solutions or addressing root causes.
- In Personal Communication: Even “friendly” platitudes like “It’ll all work out” can inadvertently minimize valid concerns or deeper conversations.
Practical Tip: Next time you catch yourself about to use a “thought-terminating cliché,” pause. Reassess how you might shift the conversation from “It is what it is” to “Let’s explore possible ways forward.”
Why the Word “Should” May Need to Go
Elizabeth revealed that if she had to retire one word from the communicator’s toolkit, it might be “should.” She and her team refer to “ought” language—words like “should,” “must,” “would,” “could”—as having a hidden base in shame or blame. These words also skip the deeper why behind an action, oversimplifying the conversation and sometimes inducing resistance:
- Impact on Self-Talk: Telling yourself, “I should do this,” can feel guilt-laden. Replacing it with more constructive phrasing—“I aim to do this because I value…”—creates motivation rooted in purpose.
- Impact on Audiences: When organizations say, “You should buy this,” or “You must act now,” it can feel invasive and paternalistic. Instead, describing the inherent value and authentic reasons for action respects the consumer’s intellect and autonomy.
Practical Tip: Rather than “You should update your security software,” try something like, “Updating your security software protects your privacy and ensures smoother operations for your team.” Focus on the benefit and meaning rather than a moral imperative.
Thinking Beyond Tactics: Communication as Behavior Change
Throughout the conversation, Elizabeth emphasizes that communication is ultimately about influencing behavior—but that influence can be approached in ethical or manipulative ways. She stresses the importance of thinking about meaning, not just tactics. Instead of focusing solely on short-term campaigns, communicators can ask:
- What is the deeper purpose behind this message or campaign?
- How can we align business outcomes with audience well-being and respect?
- Does this strategy only push or does it also invite collaboration, empathy, and co-creation?
The conversation also highlighted that many of the so-called “tried-and-true” marketing best practices revolve around exploiting biases like loss aversion. While these biases are real and have been studied by experts like Daniel Kahneman, the question Elizabeth raises is whether we over-use them to the point of weaponizing communication.
Implications and Lessons for Specific Communication Contexts
1. B2B Communication / PR / Marketing
- Focus on Long-Term Relationships: B2B brands often rely on more complex sales cycles and repeat engagement. Applying fear or false urgency might yield short-term leads but can undermine credibility in the long run.
- Humanize and Respect Expertise: In B2B marketing, your audience is typically well-informed and has deeper industry knowledge. Using manipulative language can be doubly counterproductive; they recognize insincerity quickly.
- Transparent Value Propositions: Instead of “You must buy this now!” or “Your business will fail without it,” emphasize evidence-based ROI, real-world case studies, and honest comparisons.
- Avoid “Should” or “Ought”: In a professional context where solutions can be multi-layered, a directive like “You should adopt this plan” can feel heavy-handed. Articulate the why and show how it aligns with the decision-maker’s goals.
2. Crisis Communication
- Lead with Empathy and Clarity: In crisis scenarios, it may be tempting to use fear to spur immediate action. However, too much fear-based language can create panic or undermine public trust if overdone.
- Stick to Facts, but Don’t Overwhelm: Sharing essential data without sensationalizing helps audiences feel respected. Crisis communication often triggers heightened emotions—tread carefully.
- Eliminate Thought-Terminating Clichés: During a crisis, saying “It is what it is” can seem dismissive. Provide concrete steps and the reasoning behind them to maintain credibility and transparency.
- Empower Instead of Control: Offer solutions, guidelines, and resources, showing that you trust your audience’s capability to respond effectively. This fosters a cooperative spirit rather than pushback.
3. Internal Communication and Team Communication
- Replace Clichés with Substance: Phrases like “It’s always been done this way” can stifle innovative thinking and create a culture of complacency. Encourage “What if?” or “Let’s explore new angles.”
- Drop “Ought” Language for Team Alignment: Rather than “You should finish this by Friday,” try “Finishing this by Friday helps our team meet critical milestones—let’s discuss any challenges.”
- Respect Agency & Expertise: Acknowledge that each team member has unique strengths and insights. Invite them to co-create solutions rather than imposing one-size-fits-all directives.
- Foster Psychological Safety: By eliminating manipulative or shaming language, you increase trust and openness. This boosts morale, collaboration, and the likelihood of long-term retention.
4. Leader Communication Skills
- Co-Creation Over Dictation: Leaders who avoid paternalistic “ought” directives and fear tactics create a stronger rapport with stakeholders and employees, resulting in more effective implementation of ideas.
- Authenticity Matters: Audiences and teams recognize sincerity. Leading with empathy and clarity—acknowledging challenges without “weaponizing” them—builds a lasting influence base.
- Monitor Your Language: Language is a leadership tool; watch out for repeated use of disclaimers like “It is what it is” or abrupt commands like “Just do it!” Small shifts in phrasing can transform group engagement.
- Inspire vs. Intimidate: Instead of warning about dire consequences, highlight shared goals, potential benefits, and collective achievements. This approach fosters loyalty, personal investment, and a sense of community.
The Superpowers of PR—and the Responsibility That Comes With Them
As Mark McClennan noted, public relations professionals hold considerable sway. In many ways, they have “superpowers” that can shape opinions, attitudes, and social norms. Elizabeth referenced the Center for Humane Technology and the documentary “The Social Dilemma” as cautionary tales about how data-driven insights can quickly shift from beneficial to exploitative if not handled responsibly.
Instead of harnessing these superpowers for quick gains, the ethical communicator must:
- Recognize how small changes in tone, emphasis, or narrative framing can dramatically alter public perception and trust.
- Commit to a “long-term greedy” approach—a phrase borrowed from another colleague—that focuses on sustainable reputation, not opportunistic manipulations.
- Encourage dialogue, not dogma. Through empathic engagement, they can maintain authenticity across channels.
Example: Blood Donations and the Power of Emotional Connection
One of the most striking illustrations Elizabeth offered was a comparison of typical US-based blood donation campaigns versus a Swedish initiative. Many standard drives rely on freebies or guilt-tripping—stickers, T-shirts, “You should donate blood to do your part.” Meanwhile, in Sweden, donors receive a text message every time their blood saves a life.
- The Difference: The Swedish approach respects the donor’s agency by sharing genuine impact—“Your donation was used to help save a life today.” This fosters a deeper sense of purpose and genuine motivation.
- Ethical Implication: By focusing on authentic emotional resonance rather than fear or shaming, these campaigns nurture a far more enduring connection with donors.
Key Ethical Takeaways
- Aim for Ethical Influence:
Communication and influence aren’t inherently unethical. Problems arise when we force or manipulate. Strive for clarity, empathy, and mutual respect. - Retire Manipulative Defaults:
Practices like hyper-urgency pop-ups and fear tactics can undermine trust. Seek long-term relationship building over ephemeral spikes in conversion. - Replace Thought-Terminating Clichés:
Phrases like “It is what it is” can stifle beneficial conversation. Instead, foster open-ended questions that lead to meaningful collaboration. - Reevaluate “Ought” Language:
Words like “should” can shame audiences or colleagues. Try re-framing requests and statements to highlight positive rationale and genuine benefit. - What Are People For?
Consider your audiences as equal partners in dialogue, not mere targets. Doing so fosters genuine connections, brand loyalty, and impactful outcomes.
Closing Thoughts
Elizabeth Edwards’ conversation on Ethical Voices underscores the urgent need for PR professionals, marketers, and leaders to reexamine the language and methods they use. By avoiding weaponized tactics, eliminating lazy cliché usage, and cultivating authentic empathy, communicators can craft messages that not only drive results but do so with integrity. This long-term, respectful approach can spark deeper loyalty and genuine societal benefit—exactly what ethical communication aspires to achieve.
Where to Learn More
Listen to the Full Podcast
To access the extended version of Elizabeth’s discussion, including bonus insights about aligning your language with civility and rethinking marketing triggers, tune in to Ethical Voices.
To learn more about behavioral communication, crisis planning, and multi-city marketing, contact our team at Volume PR. With our award-winning international communications team and national PR and crisis communication strategic networks, we offer full-service public relations, brand growth, and crisis communication support.
- Podcast, Behavioral Crisis Communication Plan: Listen to a podcast on Behavioral Crisis Communication with our founder and creator of the Behavioral Communication Movement: https://volumepr.com/doing-crisis-communication-correctly-by-using-the-science-of-the-mind/
- Modern Communicator’s Manifest: Read our Manifesto and the Case for Behavioral Science in Communication: https://elizabeth-edwards.medium.com/the-modern-day-communicators-manifesto-4ee699d813f6
- Podcast, Science-Based Marketing: Listen to a podcast on behavioral science-based marketing and PR with our founder and creator of the Behavioral Communication Movement: https://volumepr.com/science-based-marketing-and-public-relations/