How To Build a Mosaic of Trust For Your Business Using PR and Social Media

by Scott Douglas

Thursday, February 11th, 2010

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Trust BarometerSo just who do you trust in 2010?

More importantly, if you run a business and you want to earn trust and credibility, then how are you going to do it – and how can public relations and social media help?

 The 2010 Edelman Trust Barometer has already addressed a bunch of questions, like:

  • Who do you listen to for sage and impartial advice?
  • Whose opinion do you value and whose recommendations do you look out for?
  • Exactly whose version of ‘the truth’ do you believe?

Any business with more than half an eye on the strength of its reputation and the value of its brand should be checking out the UK results.

Edelman has done each and every one of us a favour by makings its extensive findings easily and freely available online.

This study is now 10 years old and widely respected. Its combination of experience, transparency and the adherence to the social media principle of sharing, means I trust it. A lot.

The main conclusion I draw from this is that I am going to have a busy year helping businesses – since a key to earning consumer trust is to put out multiple messages across multiple channels and creating a mosaic of trust.

As Richard Edelman himself puts it:

 Be transparent and communicate frequently across all channels: There is no longer a single/small group of credible sources of information. The new influencers – from bloggers to consumer enthusiasts – will continue to gain share-of-voice from traditional media.

Cultivate a wide circle of spokespeople with substantial expertise and participate in conversation in real time across every channel, because people need to hear or read something five times in different places in order to achieve belief.

This is music to my ears. At Holyrood Partnership we’ve worked incredibly hard to augment our traditional public relations skills with the best digital and social media offering.  

In other words we refused to accept the bandwagon view that traditional media is dead, while we also embraced the profound changes being wrought by social media.

 Now the tide is turning and business belief in transparency, credibility and multi-channel communication is taking hold fast.

 At a time when trust is becoming such an important currency, I’m glad we trusted our own instincts –  and embraced social media fully, integrating it with our traditional public relations services.









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