Emotional Intelligence in StratComm

Welcome to The StratComm Insights!

In this Insight Edition, we explore the role of emotions.

The Role of Emotions in Strategic Communication

Strategic communication is often misunderstood as simply delivering government messaging more effectively. However, this perspective reduces it to better-targeted traditional communication. This misses the point. 

Strategic communication, at its core, is about shifting attitudes and influencing behaviours, and emotions are key to achieving this.

Emotions are the driving force behind this transformation. 

Unlike rational arguments and facts, emotions challenge the deeper layers of human decision-making and shape how people perceive, react and respond to information.

How to Reframe the Narrative

In a world saturated with content, from social media narratives to disinformation campaigns and to populist rhetoric creating anxiety, polarisation and distress,

Emotions drive how we perceive threats, decide whom to trust, and determine what action feels necessary, or even possible.

If we think of how emotions are used in politics, through stories of “others” threatening our values, security, or way of life, fear spreads like wildfire. They are visceral and do not require evidence. It is fear that drives clicks and shares, and brings about irrational behaviour.

The challenge lies in how to communicate more effectively and how to reimagine narrative framing. 

If we consider the sense of helplessness as war, climate crises, and economic inequality dominate the public consciousness [Check EP Autumn 2022 Survey: Parlemet for further information], fear and anger are natural responses. However, pedalling these emotions can only lead to further polarisation, apathy or societal division. 

To counter this, strategic communication efforts must channel emotions like empathy, hope, and pride to promote resilience.

[Example of DON'T BE FOOLED CAMPAIGN by PDA - leveraging people's pride to counter FIMI by emphasising empowerment and critical thinking]

When we consider migration as another example, the dominant narratives often rely on people's fears: migrants are framed as invaders, a threat to jobs, culture, or security. These stories spread because they tap into primal fears of losing control. But they are not the only stories. What about the narrative of migrants as contributors, as entrepreneurs, caregivers, and artists who enrich their communities? By reframing the conversation, we can shift from fear to trust, from division to inclusion. This requires, however, understanding without biases what audiences really care about and try to provide an emotionally-driven answer to their needs. It also means bringing the conversation where it really takes place and makes the difference.

Emotional Intelligence

Emotional intelligence in communication means recognising the emotional dimension of your audience, channel existing emotions towards an expected outcome and anticipating how they will react. 

By acknowledging their perspectives and emotional realities, we can create opportunities for constructive engagement. Meaning it is about meeting people where they are and working together to find solutions.

During the pandemic, the most effective public health campaigns combined fear with hope and agency. [Example Former Presidents and First Ladies ‘It’s Up To You’ by Ad Council addressed concerns about vaccine safety and efficacy to acknowledge fear and emphasised individual responsibility].

While acknowledging the danger, they also emphasised collective responsibility and solutions. Fear gave way to solidarity, and solidarity became action. Emotions of fear were not ignored, but the campaign capitalised on it to shift people's attitudes into more proactive behaviours.

This approach can be applied to any context where emotions run high, and it is of paramount important in crises.

To design an emotionally intelligent response, you need (non exhaustively):

• A clear mapping of which emotions reside where - meaning which audiences are concerned and why i.e. where their grievances are coming from and what they care about, what would make them shift their behaviour.

• Testing - make sure you sample your audience and test your comms design before you launch it

• Evaluation on the way and adjustment - make sure you recalibrate your intervention on the way, considering local (global?) events and circumstances. This way you ensure relevance - and that you are spending your money effectively.

Ignite Your Inspiration

• THE SIGNIFICANCE AND LIMITATIONS OF EMPATHY IN STRATEGIC COMMUNICATIONS by Dr Claire Yorke 

• Emotionally Based Strategic Communications in the Process of Societal Deradicalization by Krešimir Ćosić, Armano Srbljinović and Sinisa Popovic 

• Emotions: functions and significance for attitudes, behaviour, and communication by James Dennison