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May 20, 2008
Six Key Drivers of Brand Credibility
Here at the Public Relations Society of America (PRSA) Counselors Academy spring conference in Naples (if you're a senior agency person and your firm isn't a member, you should join). Peter Blackshaw, EVP of Neilsen Online Strategic Solutions gave a really interesting talk on the drivers of brand credibility in our new social media world. He should know -- he was founder of planetfeedback.com, writes the consumergeneratedmedia.com blog and is one of the co-founders of the Word-of-Mouth Marketing Association (WOMMA). Here's they are
1. Trust -- confidence, consistency, integrity and authority
2. Authenticity -- real, sincere, informal, delivering as promised
3. Transparency -- open the doors and windows, be accessible and easy to discover, no secrets
4. Affirmation -- playback, reinforcement, search results, community accountability, third-party conversations
5. Listening -- empathy, humility, putting out the welcome mat, asking for and responding to feedback
6. Responsiveness -- speed, accuracy, correcting problems, responding to changes in the marketplace, handling of complaints
Trust. Authenticity. Transparency. Affirmation. Listening. Responsiveness. Gee, it sounds like a great opportunity for companies to more strategically use public relations to build their brands.
MJK
Posted by Matt Kucharski at May 20, 2008 6:29 AM
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