Trust – a commodity that is increasingly in short supply yet essential to build a reputable brand. It is safe to say, in the era of ‘fake news’ that not all information is created equal.
Trust is a stubbornly human creation, it cannot be automated. It is a product of relationship and time. Customer trust is more important in recent years because of the number of competitive options. But it is not only needed to sustain a business in a competitive market but also as a form of protection against any future issues a brand may face. Customers are more likely to be forgiving or supportive during an issues crisis of a brand they trust and value, compared to those they hold no faith in.
Mark Pesce, Innovator and Researcher, defined the role of Public Relations as the “defenders of trust”. It is our role, in his view, to cut through the noise and confusion created from fake news and deep-fakes (media that take a person in an existing image or video and replace them with someone else’s likeness using artificial neural networks) to be the protectors of truth. There is a temptation to utilise this machine of confusion and fake news for a client’s benefit however PR professionals must resist as, eventually, the truth will come to light and any credibility gained will be lost.
So how can we nurture a culture of trust? By being authentic. With the glossiness of social media becoming less popular, there is a rise in the anti-heroes and outlaws. Brands and influencers that go against the paradigm and show raw, unairbrushed content, creating a sense of humanity and belonging for their followings. This celebration of imperfection is simple but is a key trend moving into 2020. Consumers are becoming tired of seeing content of unobtainable social norms and are reveling in brands that feel human and allow them to be their true selves. Research from McKinsey and Company found that “Generation Z is not only eager for more personalised products but also willing to pay a premium for products that highlight their individuality”.
What if your client is risk-averse and doesn’t want to be an ‘outlaw’? Explain the benefits to them in facts and data, utilise reports such as the Deloitte or Holmes Report. Remind them that PR is about doing good and telling people about it. It isn’t marketing. It isn’t advertising.
A great way to do this is for brands to stand for something, a purpose. According to the Holmes Report 2019, 74% of consumers expect brands to take a stand on important issues. Many are focusing on issues with a popular public stance such as sustainability but there aren’t many taking on difficult and controversial issues. By doing so, a brand is standing up for a cause important to them and will create a loyal following of customers who share their view.
Purpose doesn’t count for anything if it doesn’t come with a cost. It is worse to have a stated brand purpose that doesn’t align with your actions than to not have one. If your brand doesn’t want to commit to action, it is better to be honest. It is worth reminding your clients to be realistic with the action and purpose they want to make. It is not good PR to be labeled or thought of as ‘woke-washing’ – when a brand only shows their support to increase their bottom line, without doing anything of significant value to the cause. An infamous example of this is the Pepsi advert featuring Kendall Jenner that implied that a can of Pepsi can solve potential Black Lives Matter protests against police violence in the US.
The right brand narrative is crucial in establishing a sense of trust. Traditionally narrative means story but in this case, it is more of a direction or belief. Brand storytelling is supporting the brand narrative with authentic, emotional stories that drive growth and customer loyalty. According to Mark Jones, author of Beliefonomics, economic decision making is 70% emotional and only 30% rational. He states that the three golden rules of brand storytelling is that the narrative inspires storytelling, brands are they’re own media (they should mix messaging with telling real stories) and to focus on psychographics not demographics (e.g. beliefs, emotions, interests and values overage). A good brand narrative or story is one that the audience can see themselves in and therefore appreciate.
Transparency is also key to building brand trust. Be clear with the brand purpose and narrative. Maintain a moral and ethical compass. Shout about the processes they have in place to ensure these standards are maintained (this could be having a moral fortitude officer or an ethics committee). Trust is built through experiences with a company, focus on how customers experience the brand or how they would want to experience it.
To conclude, the importance of trust in public relations has grown with the influx of information and ‘fake news’. It is PR’s role to protect the truth and ensure that brands are building customer loyalty through transparency, authenticity and acting with purpose.
