This article examines the influence of neuromarketing on the perception of public relations (PR) technologies, highlighting how new insights from cognitive science are reshaping the ways organizations communicate, build brand identities, and manage reputations. While PR has traditionally relied on qualitative methods—storytelling, media outreach, and event management—to sway opinions, the emergence of neuromarketing offers more granular methods to gauge consumer and audience reactions. By drawing on neuroimaging, biometrics, and related diagnostics, neuromarketing probes beneath conscious thought, exposing the emotional and cognitive triggers that guide human decision-making. For PR practitioners, this deeper look into brain activity can help fine-tune campaigns, identify more persuasive content, and craft messages more aligned with the subconscious motivations of stakeholders. Yet these advancements also raise ethical and methodological concerns, from issues of consumer privacy to debates over the reliability of neural metrics. In exploring the intersection of neuromarketing and PR, the article underscores how cognition, emotion, and brand resonance intertwine, illustrating that future communicative strategies may need to reconcile cutting-edge scientific techniques with ethical responsibilities. By analyzing case studies and theoretical frameworks, this article argues that understanding the neural underpinnings of communication is not only beneficial for campaign effectiveness but also reveals the complexity of shaping perceptions in a rapidly evolving media environment.

Neuromarketing, public relations, cognition

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