3 Cognitive Biases Every IC Pro Should Be Using
Can internal communication (IC) professionals use cognitive biases to their advantage?
Oh, yeah.
This is where a little business psychology in your back pocket goes a long way. For more on why IC pros should think like business psychologists, check out my guest blog for Poppulo.
So, what are cognitive biases, you ask?
They’re mental shortcuts that help people make decisions quickly—but not always accurately. Think of them as the brain’s version of autocorrect: helpful until it completely derails the sentence. The good news?
These glitches are predictable. And that means IC pros can work with them to help employees focus, interpret, and act.
Here are three of the most relevant biases for IC pros—and how to use them without becoming the office manipulator in chief:
3 Cognitive Biases Every IC Pro Should Be Using
Confirmation Bias
People tend to seek out and favor information that matches what they already believe. If employees think leadership is out of touch, your beautifully crafted announcement will be interpreted through that filter—whether it’s fair or not.
What to do: Start where they are. Acknowledge the likely concern (e.g., “We know this change feels disruptive”) before introducing a new perspective. This isn’t caving. It’s communicating like a human.Framing Effect
How you present information changes how it’s received. A “cost savings initiative” sounds like a euphemism. A “reinvestment in frontline tools” sounds like progress—even if they involve the same budget cuts.
What to do: Be intentional with emotional framing. You’re not spinning. You’re setting the context so the message makes sense to the people who need to act on it.Authority Bias
We’re more likely to trust a message when it comes from someone in power. Even when that message is delivered in a 10-minute voicemail that sounds like it was recorded in a moving vehicle.t
What to do: Use trusted leaders as your delivery mechanism. If they’ve built credibility, their voice will carry the message farther than a generic “from the corporate comms inbox.”do: Use trusted leaders
TL;DR: Don’t Fight the Bias. Frame It.
Confirmation, framing, and authority biases aren’t flaws. They’re features of how people process information. Smart IC pros don’t try to out-logic them. They use them—ethically—to guide attention, build trust, and make the message stick.
