Join Brian Tomlinson as he sits down with the CEO and Founder of Lynn Group, Shayoni Lynn, a global leader in behavioral science communications. In this impactful episode, Shayoni unpacks the psychology behind misinformation and the rising challenges communicators face in the digital age. From understanding how cognitive biases fuel fake news to building proactive strategies that preserve trust and audience agency, this conversation is a must-listen for anyone navigating truth in an era of uncertainty.

From a rapid vaccine uptake campaign that reframed messaging to personal benefit (driving a 77.8% lift) to building information resilience against misinformation, Shayoni offers a practical playbook leaders can use today. You’ll learn how to frame for identity, set baselines from the start, and prove attribution without sacrificing creativity. If you’re ready to replace intuition with evidence and build durable trust, this conversation delivers.

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Selected People, Places & Things Mentioned:
Shayoni Lynn on LinkedIn and Bluesky (shayonislynn@bksy.social; Connect with Lynn Group on LinkedIn and Lynn Global, World Economic Forum Global Risk Report 2025; Nudge theory; Cardiff University; PRovoke Media; COM-B Model for Behavior Change by Susan Michie and Robert West; Boris Johnson; “Don’t Miss Your Vaccine” campaign from Lynn, which helped improve COVID-19 vaccine uptake by 77.8%; NHS England; AMEC; Evaluation 2.0; The Onion Kim Jong Un satire; Misinformation Cell from Lynn Global; Nudge: Improving Decisions About Health, Wealth, and Happiness; Foolproof: Why Misinformation Infects Our Minds and How to Build Immunity; The Behavior Change Wheel: A Guide To Designing Interventions; Chartered Institute of Public Relations (CIPR); Public Relations and Communications Association (PRCA); Asian Communications Network; CommsRebel

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Follow the host and guest:
Brian Tomlinson on LinkedIn, Shayoni Lynn on LinkedIn

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About Staffbase:

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