PR Asia 360 Presentation: Trust and Ethics

TRUST AND ETHICS

THE CHALLENGES OF SELLING IN THE 21 CENTURY

ALI BULLOCK, DIRECTOR OF COMMUNICATIONS, THE WSJ

EXPERIENCE:

- DIRECTOR OF COMMUNICATIONS FOR DOW JONES AND WALL STREET JOURNAL

- PREVIOUSLY WORKED FOR CATHAY PACIFIC AS GLOBAL DIGITAL MARKETING MANAGER, AND WORKED ON DIGITAL STRATEGY FOR KMPG, KELLOGG’S, SAMSUNG AND MOTOROLA

- WORKED FOR WWF HONG KONG AS HEAD OF COMMUNICATIONS, DURING AN 8 MONTH SABATICAL IN 2012

TRUST & ETHICS

“Trust is the firm belief in the reliability, truth, or ability of someone or something” – Oxford Dictionary

Code of conduct

“Bottom line, successful public relations hinges on the ethics of its practitioners.” - PRSA

“Codes of Ethics are all very well but unless they aresupported in spirit and letter by every practitionerthey are wasted hot air. And codes of ethics havelittle influence unless, if found breaking those rules,the practitioner finds it impossible - even illegal – topractise. That is the protection afforded to those whoseek help from doctors, lawyers and other professions.And in PR - regretfully - this simply isn't going tohappen.” - Lord Chadlington (CEO of the Huntsworth Group), Public

Relations Global Summit 2012

“THESE CHARGES SEND A CLEAR MESSAGE,” THE SPOKESMAN SAID. “IN THE UNITED STATES, YOU CAN’T SPY ON PEOPLE.”

ANDY BOROWITZ, JUNE 2013

Header

IF PEOPLE 'CAN'T TRUST' GOVERNMENT, 'WE'RE GOING TO

HAVE SOME PROBLEMS HEREPresident Obama, 2013

FROM GLOBAL BUSINESS

"We're sorry for the massive disruption it's caused their

lives. There's no one who wants this over more than I

do. I would like my life back." —BP CEO Tony Hayward

… TO POLITICANS

“TO MY MEMORY, I DID NOT SAY I HAD NO ILLEGAL STRUCTURES.”

CY LEUNG, Dec 2012

SOURCE: EDLEMAN TRUST BAROMITER 2013

SOURCE: EDLEMAN TRUST Index 2013

THE GOOD & BAD OF PR… WHEN DID WE RESORT TO TRUSTING STRANGERS?

“INVESTIGATION LAUNCHED INTO TRIPADVISOR FOLLOWING CLAIMS UP TO 10 MILLION REVIEWS

ARE FAKE.”

news.com.au 2013

Taiwan's FTC investigating Samsung for defaming HTC on local online forums.

Samsung has ordered its Taiwan operation to cease marketing involving online anonymous comments

Source: pcadvisor.co.uk April 2013

Trust and leadership

A company’s credibility is closely aligned to thecredibility of it’s leader.

Being authentic = effectiveness

STUDY: 72% OF CONSUMERS TRUST ONLINE REVIEWS AS MUCH AS PERSONAL

RECOMMENDATIONS

Local Consumer Review Survey (2012)

Do you read online customer reviews to determine whether a local business is a good business?

How many online reviews & ratings do you need to read before you feel that you can trust that business?

65% of consumers read between 2-10 reviews (vs.58% in 2010)

How do online customer reviews affect your opinion of a business?

58%

52% of consumers are more likely to use a local business if they have positive reviews.

Source: Google, 2013

58% of consumers trust editorial content. (Source: Nielsen) When reading up on something, people are more likely to trust the content when they know its been edited. Having editorial content displays credibility because it shows that there are professional writers and editors behind it. Self promotion through content never works. It looks much better when others talk favorably about you.

52% OF CONSUMERS ARE MORE LIKELY TO USE A LOCAL BUSINESS IF THEY HAVE

POSITIVE REVIEWS

65% of consumers READ BETWEEN 2 – 10

REVIEWS

TRUST AND BRAND MATTER TO YOUR BOTTOM LINE

10.35AM: “ALI, WE NEED YOU IN THE CRISIS COMMS CENTER. NOW.”

CENSORED

10.45AM: SOCIAL MEDIA MESSAGES AND PHOTOS START TO APPEAR ON SINA-WEIBO

THE YEARS OF CATHAY PACIFIC’S EXPERIENCE AND MESSAGING OF SAFTEY, FROM THE CEO TO EVERY FLIGHT ATTENDENT WAS CRITICAL IN THE TIME OF

THE CRISIS.

FINAALLY NEVER BS JOURNLISTS

Ryanair is trying to stop newspapers describing it as “no-frills” airline.

Robin Kiely, the Irish carrier’s head of communications, has written to various publications, including Telegraph Travel and the website Travelmole, insisting that the phrase be removed from all reports about Ryanair.

“The claim that Ryanair is a “no-frills” airline is entirely misleading and outdated, given that we offer all-leather seats, reserved seating, industry-leading punctuality, online check-in and on-board catering for those who wish to avail of it,” he said.

“Ryanair is a low-cost airline and I would appreciate if you would refrain from describing Ryanair as ‘no-frills’ in the future and amend your article to reflect this fact.”

Read more: http://www.telegraph.co.uk/travel/travelnews/10139204/Ryanair-with-or-without-the-frills.html#ixzz2XJjFnp2D

“No-frills” Ryanair

“Fare”: £44.48

EU 261 Levy* £5

ETS Levy** £0.50

Web check-in: £14

Administration fee: £14

Total***

£77.98

“Frills” Ryanair

"No-frills" flight: £77.98

Checked baggage: £50

Text message confirmation: £1.95

Travel insurance: £14.85

Reserved seating/priority boarding: £20

Sporting equipment/musical instrument: £100

Play to win your trip for free "game”: £4

Ham and cheese panini (one per flight): £11

Cup of tea (one per flight): £6

Glass of wine (one per flight): £11.90

£297.68

… SO THEY LOOKED IT UP AND CHECKED

THANK YOU SO MUCH FOR YOUR TIME

YOU CAN FIND A COPY OF THIS PRESENTATION HERE:www.slideshare.net/alibullock/presentations

LINKEDIN: ALI BULLOCK

alibullock@gmail.comwww.alibullock.com