How cognitive bias skews decision-making and what you can do about it
We like to believe our thinking is rational, especially in roles that require fast, clear-headed decisions like PR, strategy, or insight. But the reality is that even the sharpest minds fall prey to cognitive bias, the unconscious shortcuts our brains take to simplify decision-making. In high-pressure environments, those shortcuts can lead to flawed conclusions, misguided messaging, and missed opportunities.
In an age where data is abundant and AI tools are reshaping how we work, understanding bias isn’t just a nice-to-have - it’s essential for any communications professional who wants to offer credible, trustworthy, and effective advice.
That’s why I’ve developed a course designed for PR practitioners, agency teams, in-house communicators, analysts and insight leads alike - anyone who needs to turn information into smart, confident decisions.
What is cognitive bias and why should PR professionals care?
Cognitive biases are mental filters that shape how we interpret information. Some of the most common ones - confirmation bias, anchoring, and availability bias - can seriously undermine how we frame narratives, build strategies, or respond to crises. For example, confirmation bias might lead a team to double down on a flawed campaign because early signals seemed positive. Anchoring can lock you into the first piece of client feedback, even if better evidence emerges later.
When these biases creep into campaigns, messaging, insights or reputation advice, the results can be costly. Decisions get made based on flawed assumptions. Teams lose credibility. Outcomes fall short.
AI adds a new layer of complexity
As more teams experiment with or embed AI into their daily workflows, whether for writing, analysis, or campaign planning, bias becomes even more complex. AI tools can help us move faster, but they can also amplify existing human assumptions. If we don't recognise our own blind spots, we risk baking bias into our tools, our messaging, and our decisions.
This course addresses the intersection between human bias and AI workflows, helping participants spot where bias shows up and how to stay ahead of it.
What the course offers
This session is interactive and practical. We unpack the most common types of cognitive bias that affect PR, comms, and insight work and explore how they show up in real-world scenarios. You’ll leave with tools and frameworks you can apply immediately whether you're drafting a comms strategy, responding to a reputational issue, reviewing campaign performance, or writing a client report.
You’ll also gain techniques for recognising bias in others, including your team, stakeholders, or even your tech stack.
Who it’s for
This course is for anyone working in communications or PR—from junior execs to senior leads. Whether you’re advising clients, analysing media impact, managing reputation or shaping narratives, this course will help you think more clearly, communicate more effectively, and make better decisions.
Final thought: Better thinking leads to better outcomes.
Cognitive bias isn’t a flaw - it’s part of how our brains work. But with awareness and the right tools, we can outsmart it. This course will help you do just that.
Let’s raise the bar on how we think, not just what we deliver.