[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fmkgo-the-psychology-of-language-and-tactics-we-should-be-using-for-pr-link-building-aoife-oconnor":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":15,"acf":24,"head_links":271,"breadcrumbs":272,"reading_minutes":80,"category":281,"head":283},"2019-03-14T21:53:34",{"rendered":6},"\n\u003Cp>Aoife O’Connor is the\u003Cspan class=\"post\"> Digital PR Team Lead at \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002Fairadigital\" target=\"_blank\" rel=\"noreferrer noopener\">Aira.\u003C\u002Fa> \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"post\">Tonight she is \u003C\u002Fspan>going to talk to us about the psychology of language and tactics we should be using for PR & link building. She wants to go through some actionable advice, including some of her own case studies to show us how we can successfully use psychology in our own PR campaigns and in our content.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"introduction\">Introduction\u003C\u002Fh2>\n\n\n\n\u003Cp>Although PRs are natural communicators, we know language isn’t always the easiest tool to use, says Aoife.\u003C\u002Fp>\n\n\n\n\u003Cp>Aoife uses the example of her name to prove that we are bad with language\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>PRs are good in general at communicating the right message though, aren’t we?\u003C\u002Fp>\u003C\u002Fblockquote>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"but-how-do-we-do-it\">\u003Cmeta charset=\"utf-8\">\u003Cp>But how do we do it?\u003C\u002Fp>\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cp>Aoife believes it’s the \u003Cstrong>power of psychology.\u003C\u002Fstrong>\u003C\u002Fp>\u003C\u002Fp>\n\n\n\n\u003Cp>So how does psychology fit into PR and content?\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>She uses the example of Edward Bernays, who was Freud’s nephew who figured out you can use PR to manipulate people.\u003C\u002Fli>\u003Cli>Previously, everything was sold on logic, there was no want or desire – consumers bought things on need.\u003C\u002Fli>\u003Cli>Bernays changes this, by tapping into his uncles’ research and showed that, as marketers, we need to tap into the consumers ‘subconscious desires’.\u003C\u002Fli>\u003Cli>An example of this is the Torches of Freedom campaign – which made cigarettes a symbol of defiance for women which boosted the sales of Lucky Strike.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-does-this-relate-to-modern-day-theory\">How does this relate to modern day theory?\u003C\u002Fh3>\n\n\n\n\u003Cp>She references ‘Thinking fast and slow’: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.amazon.co.uk\u002FThinking-Fast-Slow-Daniel-Kahneman\u002Fdp\u002F0141033576\">the book by Daniel Kahneman \u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>In this book, the theory discusses that people think ‘fast’ and ‘slow’, which she defines as system 1 and system 2 responses.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Fast:\u003C\u002Fstrong> System 1 is defined as the emotional response.\u003C\u002Fli>\u003Cli>\u003Cstrong>Slow:\u003C\u002Fstrong> System 2 is the logical response, which kicks in if we have time to think about it. \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>We need to tap into this ‘system 1’ response, as this touches the emotional side of the brain which to get through to readers and journalists\u003C\u002Fp>\n\n\n\n\u003Cp>Aoife calls ‘system 2’ the \u003Cem>‘wait…what?’\u003C\u002Fem> response. It’s when someone has chance to sit back, take a look at it and think about it logically.\u003C\u002Fp>\n\n\n\n\u003Cp>So, in the context of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Flink-building\u002F\">link-building\u003C\u002Fa>, let’s go over how to tap into this system 1 response in our:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Content\u003C\u002Fli>\u003Cli>Outreach\u003C\u002Fli>\u003Cli>Email headings\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"1-content\">1. Content\u003C\u002Fh2>\n\n\n\n\u003Cp>Aoife claims that the things we need to tap into with our content are the following:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Fluency: need to understand things quickly so keep the font and title simple.\u003C\u002Fli>\u003Cli>Perceptual fluency: which means colour and shape – keep the content to ‘simple visuals’\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Essentially, make the content easily digestible! Aoife uses some examples of overly complex visuals to illustrate this. I’m sure you all have seen some of your own examples of this too! She uses the example of the below infographic to help demonstrate this.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"310\" height=\"162\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fevolution-of-apple-mkgo-talk.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-15687\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>In summary, ensure you content has:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>easy fonts\u003C\u002Fli>\u003Cli>symmetry\u003C\u002Fli>\u003Cli>strong contrasts\u003C\u002Fli>\u003Cli>no waffle – not too much text!\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>As well as this, Aoife claims that you need to tap into “emotional contagion”. \u003Cem>What is this?\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cem>It means it taps into the emotional response \u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>As an example of a case study, she discusses the following campaign: “\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.graphicsprings.com\u002Fblog\u002Fview\u002Fmodern-santa\">What the modern santa looks like\u003C\u002Fa>“\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>This campaign asked people to provide their opinions on what the modern santa should look like\u003C\u002Fli>\u003Cli>This received top tier coverage and hundreds of links: \u003Cstrong>but why did it do so well?\u003C\u002Fstrong>\u003C\u002Fli>\u003Cli>Aoife claims that it tapped into ‘system 1’ hard and fast: everyone has their own attachment and association on what Santa should be.\u003C\u002Fli>\u003Cli>This means it instantly tapped into the impulsive reaction, and people were outraged one way or the other.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>In conclusion, always think what emotional charge your content has.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"2-outreach\">2. Outreach\u003C\u002Fh2>\n\n\n\n\u003Cp>We can tap into ‘system 1’ in our outreach by using case studies. Case studies are great because they are:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>relatable\u003C\u002Fli>\u003Cli>reaches the ‘human level’\u003C\u002Fli>\u003Cli>generally stats and research take longer to put into context for the reader\u003C\u002Fli>\u003Cli>For example, saying “20% of UK do XYZ” is very emotionally devoid\u003C\u002Fli>\u003Cli>Case studies generally tap into what she calls “homophily” – which means ‘likeness of the same’\u003C\u002Fli>\u003Cli>Make sure you tailor your case study to the journalist\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>How can we do this?\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Use tools such as PAMCo: https:\u002F\u002Fpamco.co.uk\u002F\u003C\u002Fli>\u003Cli>Make sure you read and look at other stories, narratives and case studies on the site!\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"3-email-headings\">3. Email headings\u003C\u002Fh2>\n\n\n\n\u003Cp>We need to be injecting emotion into our subject headings, says Aoife. How can we do this?\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Tap into a local angle for local journalists, they’ll be more invested.\u003C\u002Fli>\u003Cli>writing something such as “10 ways to XYZ” is pretty devoid of emotion\u003C\u002Fli>\u003Cli>To overcome this, include a few things to add emotion, such as\n\u003Cul>\n\u003Cli>trigger words: compelling adjectives:\u003C\u002Fli>\n\u003Cli>This might include something along the lines of: \u003Cem>weird\u002Fsurprising\u002Foutrageous\u002Fessential\u003C\u002Fem>\u003C\u002Fli>\n\u003Cli>These are just a few examples which naturally give more intrigue\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\u003Cli>Take a look at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.amazon.co.uk\u002FWebs-Influence-Psychology-Online-Persuasion\u002Fdp\u002F0273772953\">Webs of influence from Nathalie Nahai\u003C\u002Fa>: this book talks about the formula to the perfect headline is the following:\n\u003Cul>\n\u003Cli>\u003Cstrong> Number + trigger word = a clickable headline\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>Do you think this is too click-baity? That’s good! We want an impulsive reaction!\u003C\u002Fp>\u003C\u002Fblockquote>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"recap-key-takeaways\">Recap: key takeaways\u003C\u002Fh2>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Allow your audience to understand and resonate: keep it simple.\u003C\u002Fli>\u003Cli>Add emotional charge: if your campaign has emotional contagion or is relatable, your campaign will be a success\u003C\u002Fli>\u003Cli>Finally, make sure you are grabbing the readers and journalists attention\u003C\u002Fli>\u003C\u002Fol>\n",false,"standard",[10],45,[],[13,14],101,95,[16,17,18,19,20,21,22,23],"post-4306","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr",{"page_content_modules":25,"hero":76},[26,31],{"acf_fc_layout":27,"reduced":28,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":28,"title":29,"content":6,"authors":30},"blog_post_content",true,"MKGO – The psychology of language and tactics we should be using for PR & link building – Aoife O’Connor",[],{"acf_fc_layout":32,"reduced":28,"top_overlap":33,"bottom_underlap":33,"disable_observer":-1,"heading":34,"cta_text":35,"cta_link":36,"items":37},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[38,52,64],{"type_key":17,"title":39,"excerpt":40,"to":41,"postedAt":42,"readingTime":43,"image":44,"authors":45,"category":49},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[46],{"name":47,"image":48},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":50,"name":51},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type_key":17,"title":53,"excerpt":54,"to":55,"postedAt":56,"readingTime":57,"image":58,"authors":59,"category":63},"Search has moved on. Has Digital PR?","\u003Cp>Why social search is reshaping the future of PR There was a clear theme at the Digital PR Summit this year: Search has already changed. That shift was brought to life in a standout talk by the brilliant Isa Lavahun, who unpacked how TikTok and social search are reshaping brand discovery. The way people discover, […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-has-moved-on-has-digital-pr\u002F","2026-05-06T10:41:56",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[60],{"name":61,"image":62},"Hannah Craig","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":50,"name":51},{"type_key":17,"title":65,"excerpt":66,"to":67,"postedAt":68,"readingTime":69,"image":70,"authors":71,"category":75},"Platforms for seamless SEO and Digital PR collaboration","\u003Cp>Your tech stack should be the connective tissue between creative outreach and technical precision. At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like Velocity, work in tandem to turn qualitative coverage into quantitative growth. In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F","2026-04-29T10:22:16",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[72],{"name":73,"image":74},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":50,"name":51},{"type":77,"style":78,"heading":29,"date":4,"updatedAt":79,"reading_minutes":80,"image":81,"imageAlt":29,"categories":82,"collections":270},"blog-post","light","2022-02-09T10:39:21",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FmTUt1l6V-050720211625512999_WhatsApp-Image-2019-03-14-at-20.23.22.jpeg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[83],{"id":10,"count":84,"description":85,"link":50,"name":51,"slug":86,"taxonomy":87,"parent":88,"meta":89,"acf":90,"head_links":91,"resource_count":92,"yoast_title":93,"yoast_meta":94,"yoast_json_ld":139,"_links":238,"path":50},148,"\u003Cp class=\"p1\">Here at Impression, ongoing research and training is a huge part of how we keep our team up-to-date with the latest happenings in the world of digital PR. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","digital-pr","category",0,[],[],[],13,"Digital PR Blog | PR Tips, Advice & Guides | Impression",[95,97,100,103,106,109,112,114,116,118,121,124,127,130,133,136],{"property":96,"content":93},"title",{"property":98,"content":99},"description","Keeping up to date with the latest digital PR trends, strategies, and announcements can be difficult. 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We hope you like it!","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fimpression-team\u002F",[364,365,367,368,369,371,372,373,376,378,380,382,383,384,385,387,388,390],{"name":101,"content":102},{"property":107,"content":366},"en_GB",{"property":110,"content":111},{"property":113,"content":284},{"property":115,"content":370},"Aoife O’Connor is the Digital PR Team Lead at Aira. Tonight she is going to talk to us about the psychology of language and tactics we should be using for PR & link building. 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