On Top of PR with Jason Mudd
On Top of PR is a podcast dedicated to helping corporate communications leaders leverage the power of PR to build a strong brand and great reputation. Each episode features guests to discuss PR and marketing topics, tips, and trends. We want to help every active and aspiring communication professional stay on top of PR.
It is one of the top 3% most popular podcast shows globally, according to Listen Notes' Listen Score, and among the top 100 marketing podcasts in the world on Apple Podcasts.
We've featured guests from Disney, Wells Fargo, Tyson Foods, Mall of America, Priceline, Southwest Airlines, and more.
About Jason Mudd
Jason Mudd is a professional public speaker, accredited public relations practitioner, published author, podcaster, and entrepreneur. The World Communication Forum named him North America’s top PR leader. He’s the CEO and managing partner of Axia Public Relations. Forbes Magazine named Axia as one of America’s Best PR Agencies. He is a trusted adviser and dynamic strategist to some of America’s most admired and fastest-growing companies. His past PR work includes American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon.
On Top of PR with Jason Mudd
Behavioral science secrets behind top brands
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In this episode, Richard Shotton joins host Jason Mudd to discuss the behavioral science behind some of the world’s most successful brands and how to apply those principles in marketing and PR.
Meet our guest:
Our guest this episode is Richard Shotton, founder of Astroten. Richard is a behavioral scientist and best-selling author of “The Choice Factory,” “The Illusion of Choice,” and “Hacking the Human Mind.” He specializes in applying behavioral science to marketing and works with global brands to solve real-world challenges.
Five things you’ll learn from this episode:
1. Why what people say influences them vs. what actually drives behavior
2. How “effort storytelling” can increase perceived product value
3. Why simplicity in messaging increases perceived intelligence and trust
4. How timing and “fresh start” moments influence behavior change
5. Why social proof remains one of the strongest drivers of decision-making
Quotables
“Behavioral science is what people say influences them and what actually influences them. They are wildly different.” — Richard Shotton
“If you ever need someone to make a really big change in their life, don't target them randomly.” — Richard Shotton
“The more effort that goes into something, the better it is. People have got that as a rule of thumb in their head. And the interesting thing is, the rule of thumb takes on a life of its own.” — Richard Shotton
“If you want to convey strong brand values, the argument from Oppenheimer is to speak in a simple, clear way.” — Richard Shotton
“The simplest answer is usually the best answer. If it’s focused on one thing, it's clear, easy to digest.” — Jason Mudd
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More About Richard Shotton
Richard Shotton is a behavioral scientist and founder of Astroten. He is a best-selling author of three books, including “The Choice Factory” and “The Illusion of Choice.” His latest book, “Hacking the Human Mind,” explores the behavioral science underpinning the success of 17 leading brands. He specializes in applying behavioral science to marketing, helping brands like Google solve real-world challenges through consultancy, copywriting, and training.
Guest’s contact info and resources:
Additional Resources:
Earned authority + emotional resonance = brand wins
- On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
- On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.