If you work in influencer relations in Silicon Valley, you want to be at the Churchill Club this Monday March 1st for an evening event featuring John Byrne, Richard Edelman, Paul Bergevin, Peter Diamandis and Frank Shaw.
The event comes on the heels of the 2010 Edelman Trust Barometer, a global opinion leaders study mentioned in my last post.Â The Trust Barometer is freely available. Bring your toughest questions or just show up for a great evening of discussion, debate and networking.
I’ll be particularly interested to see how this year’s discussion compares with the 2008 event (my comments).
See you there!
What the Public Believes: New Trends in Corporate Reputation Management
Corporations are in the combat zone, struggling to build back trust among all of their stakeholders in the midst of the global economic crisis. Faced with an overall meltdown in confidence, how is corporate leadershipâ€”including marketing, PR, investor relations and public affairsâ€”to respond? How should companies retool their communication strategies and address the right stakeholders with the right issues and strike the right tone? This panel of thought leaders speaks out on the most current trends and strategies for managing corporate reputation and sharpening stakeholder engagement.
Individual Churchill Club event tickets run $58 - $90, and normally it’s a cash bar. Reg, more info.
Hashtag will be #churchillclub.
Influencer programs can be a lever for building and sustaining trust. How well this works depends largely on how we enable influencers to build and convey trust in our brands. This is especially true given the global economic climate.
We know that influencers are trusted advisors. The question is, how are we enabling them to develop and convey trust in our brands. What kinds of stories, facts and insights are we sharing with them? Are we sharing the right points and conveying them in a compelling, repeatable and remarkable way?
Edelman last week released a mid-year update to their Trust Barometer. The study measures public trust in business and government. This latest survey finds an upswing in trust across the board in China, France, Germany, India, the UK and the US. It also hints at what adds up to trust in informed circles:
“Informed publics attribute increased trust in business to tangible actions that companies have taken in the past six months, giving the highest marks to repaying bailout money (81%), reducing CEO pay (80%), and firing non-performing management teams (78%).
“When asked what companies could do to rebuild trust in the long run, survey respondents put a mix of â€œhard and soft powerâ€ items at the top the list: treating employees well (94%), having transparent business practices (93%), and communicating frequently and honestly (91%) — along with maintaining quality products and services (93%), all of which far surpass increasing shareholder value (66%).”
Do a little of your own market research — whether surveys, focus groups or point conversations — to make sure your influencer program is aligned with the way your market thinks about trust.