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Using the wall of beliefs in technical PR
Author : Richard Stone, Stone Junction
04 September 2024
Richard Stone, Managing Director, Stone Junction
Can the Government’s Wall of Belief’s document be a useful tool for PR agencies outside the public sector?
Released by the Cabinet Office in September 2022, The Wall of Beliefs is ‘a toolkit for understanding false beliefs and developing effective counter-disinformation strategies.’ Though not designed to be used in technical PR, there are elements of the document that can be applied, explains Richard Stone, Managing Director of technical PR agency Stone Junction.
The Wall of Beliefs is a comprehensive framework for understanding how beliefs shape behaviours and decision-making processes. By examining each ‘brick’ in the wall, marketers can develop targeted strategies to influence specific audiences, albeit the document was intended for consumer audiences.
“Historically, counter-disinformation approaches have focused on rebutting and debunking falsehoods based on the assumption that false beliefs arise because people simply don’t have access to correct information,” explained Simon Baugh, the Chief Executive of the Government Communication Service, when the document was originally launched. “But what if there are times when straight rebuttal is not only ineffective but can actually make a problem worse?”
The original document might, for instance, be used to help tackle inherent bias against the Police, or opposition held on religious grounds to a particular law, regulation or guideline. It wasn’t really designed to help engineering companies sell more widgets. But can it do exactly that?
For B2B technical PR campaigns aimed at scientific, engineering and technologist audiences, this framework can be particularly insightful, if it’s meaning is interpreted correctly.
These audiences are often driven by a complex interplay of rational analysis, industry norms and emerging trends. By aligning PR strategies with these underlying belief structures, marketers can effectively engage and persuade these critical stakeholders.
Furthermore, anyone who is an engineer, or works in engineering, will affectionately recognise that engineers are people for whom ‘a straight rebuttal’, in Baugh’s words, rarely works. Essentially, engineers are a stubborn lot who, while they might be convinced by an emotional argument, for their minds to be changed permanently, they normally require data.
There are six integral bricks to the wall; sacred values, foundational beliefs, beliefs derived from trusted sources, beliefs derived from norms, beliefs derived from recent news and beliefs derived from fashions. The former are more embedded in the wall and the latter the least embedded.
Sacred values
Within the Wall of Belief’s framework, ‘sacred values’ are deeply held, non-negotiable principles that guide behaviour. Sacred values indicate belief in a higher power, which is rarely a reason for buying an engineering or scientific product or service.
But can we use the tactics the Wall of Beliefs document outlines when we are addressing values that are held as ‘sacred’ by an audience group? Are there any values held by scientific or technical audiences that are held deeply in the way that a religious belief is?
I think the answer is yes – partly. The fundamental belief in the power of science or the scientific method, for instance, is something that many of us believe in on a genuinely evangelical level. But it this something we would ever want to disabuse an audience of? Probably not.
For technical audiences, ‘sacred values’ might include a commitment to innovation, a relentless focus on pushing the boundaries of technology and science and a commitment to truth, precision, integrity, accuracy and rigor in all communications and product claims.
To effectively leverage sacred values in a PR campaign, emphasise how your product or service aligns with these core principles. You can illustrate innovation by sharing stories about your latest advancements, patents or research contributions that are moving the industry forward. To build trust, incorporate case studies, testimonials and third-party validations that showcase the accuracy and reliability of your offerings.
Foundational beliefs
Foundational beliefs are fundamental assumptions that shape perceptions and decision-making. In a technical B2B context, these might include data-driven decision-making, using empirical evidence and rigorous analysis, and the assumption that investments should deliver measurable returns and the need for solutions that can grow and adapt to future needs.
To address these foundational beliefs, provide comprehensive data and clear ROI projections to build confidence in your solution. Back up your claims with white papers, technical reports and detailed product specifications that highlight key performance metrics. Share success stories and case studies that demonstrate the financial and operational benefits your solution has delivered. Additionally, emphasise the scalability and adaptability of your offerings, showing how they can evolve with technological advancements.
Richard Stone, Managing Director, Stone Junction
Beliefs derived from trusted sources
Beliefs derived from trusted sources are shaped by information from reputable and authoritative entities. For technical audiences, trusted sources might include industry experts and thought leaders, renowned scientists, engineers and technologists, peer-reviewed journals, publications with rigorous editorial standards and professional associations and organisations like the IET (Institution of Engineering and Technology), the MTA (Manufacturing Technologies Association) or GAMBICA.
To capitalise on these beliefs, align your PR efforts with these trusted sources. Secure endorsements, quotes and partnerships with industry leaders. Aim to get your research and case studies published in respected scientific and technical journals. Engage with professional associations by participating in conferences, webinars and workshops hosted by key industry organisations.
Beliefs derived from norms
Norms are accepted standards of behaviour within a group. In technical fields, these norms often revolve around maintaining compliance with industry standards, embracing best practices and valuing peer recognition. There's a strong emphasis on collaboration, open innovation and a culture where knowledge-sharing and problem-solving are collective efforts.
To effectively incorporate these norms into your campaign, focus on showcasing your commitment to compliance and fostering collaboration. Highlight compliance with ISO, ANSI (American National Standards Institute) or other relevant standards. Additionally, share awards, accolades and peer-reviewed achievements and highlight your involvement in joint ventures, partnerships and open-source contributions that demonstrate your commitment to collective progress.
Beliefs derived from recent news
For technical audiences, beliefs derived from recent news might involve technological breakthroughs, new discoveries or innovations that disrupt the status quo, regulatory changes, updates in laws and regulations affecting the industry and market trends.
Stay current and relevant by addressing recent news and developments in your PR efforts. Respond to the news of the day by referencing it in your content, creating news stories that develop it further and take the argument a step closer to conclusion and offering opinion from your subject matter experts on the issue at hand.
Provide analysis and guidance on navigating new regulations and compliance requirements – often this content is amongst the most popular we produce for our clients. Offer insights into market trends and how your solutions align with or capitalise on these trends.
Beliefs derived from fashions
Fashions refer to transient trends and fads that can influence decision-making. While technical audiences are generally more rational, certain trends can still impact perceptions, such as emerging technologies, or interest in AI, IoT or blockchain for example.
Sustainability and green tech, as well as a growing emphasis on environmentally-friendly solutions, could both be thought of in this category – albeit this is a ‘fashion’ that every company will have to address seriously in the next decade. The same is true of digital transformation, which is perhaps the most meaningless of current buzzwords, but also such a wide category that you are almost certainly in it.
Tap into these trends by positioning your offerings as part of the latest technological wave. Show how your products incorporate cutting-edge technologies like AI, machine learning or IoT. Additionally, highlight the environmental benefits and sustainability initiatives associated with your solutions. By emphasising how your offerings facilitate digital transformation and improve operational efficiencies, you can clearly demonstrate their value.
Understanding the way The Wall of Beliefs defines and responds to the categories it creates allows marketers and PR people to craft messages that resonate deeply with these technically sophisticated and discerning stakeholders. This strategic alignment not only enhances credibility but also drives engagement and ultimately, decision-making.
More importantly, it gives you a way of defining your market. Which of these belief categories do your audiences subscribe to, regarding your product or service category? Once you know that, the kind of tactic you apply becomes much clearer and the work you do more effective.
Most importantly, the Wall of Beliefs is designed to help you change opinions that are stubbornly held. And, if you want to influence a technical audience, this is, without question, an essential skill.
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