Behavioural science is one of the most talked-about, and least understood, areas in PR. Shayoni Lynn, founder of behavioural science consultancy Lynn, joins Tony Garner on PR in the Real World to separate evidence from hype. She explains why diagnosis must come before intervention, how her team's research and randomised control trials shaped Welsh Government's 20mph campaign, and why protecting behaviours matters as much as creating them. Practical advice for teams of any size on building behavioural capability.

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