Pete Blackshaw, EVP of Nielsen Online Strategic Solutions, is currently delivering the keynote speech at the Counselors Academy Spring Conference, and his word of the day is credibility. It’s certainly not a novel concept in this industry (and he was the first to admit it), but he was quick to emphasize that credibility, especially in the context of Web 2.0, is PR’s big opportunity to “own it,” so to speak.
“Credibility should be the new strategic plank for PR firms,” he says. “The one thing you can take to the bank is, if consumers are having positive or negative experiences with your brand, that it is going to show up in online conversations.”
He is currently outlining what he calls “The 6 Drivers of Brand Credibility.” They are as follows:
1. Trust: confidence, consistency, integrity, authority. “Where we fail on the trust factor, customers leave a trail of venom,” he says.
2. Authenticity: as advertised, real and sincere, real people, informal
3. Transparency: easy to learn, easy to discover, no secrets
4. Affirmation: playback, reinforcement, search results, community, accountability
5. Listening: empathy, humility, absorbing feedback
6. Responsiveness: follow-up, invitational marketing, solidifying the solution, dignifying the solution
Stay tuned …
By Courtney Barnes