…And Tactics

Consumers seem to be giving business the benefit of the doubt -- for now. For PR pros, there's a window of opportunity to build trust, loyalty and meaning for the company
and/or brand, as opposed to last year when there was wholesale disgust with Corporate America. "The onus is not on what you say but what you do," says Mark Rozeen, senior VP and
director of research at Golin/Harris. Another PR goal should be to recast the company's CEO as the embodiment of trust, and shun the CEO cult of personality that was so popular
in the 1990s. "It should be CEO as executor rather than deal-maker," Rozeen says.