Who Do You Trust?

A recent Neilsen study shows user-generated content vaulted into second place behind recommendations from a friend in terms of trusted sources of consumer information. And brand websites, along with other forms of company-driven communication like TV ads and sponsorships, are making gains, suggesting a softening in overall consumer skepticism.

But the news isn't all positive. Newspapers were the only information source that saw a decline in trust, down 2% since 2007. And while they each saw modest increases the past two years, search result ads (41%), online banner ads (33%) and mobile text ads (24%) still languish well behind their traditional brethren.

The implications for PR pros? If you aren't already fully engaged in social media, this study illustrates the incredible power of online word-of-mouth. And don't overlook the good ol' company website as an opportunity to inform consumers seeking more detailed information.

Corporate Credibility in a 2.0 World

Seems you can't take anybody's word these days. First Motrin pulls its ad campaign after bloggers come to the defense of baby-toting moms. Then US Airways shelves it plan to charge passengers for soft drinks, followed by Tropicana scrapping its new packaging just weeks after unveiling the multi-million-dollar redesign. More recently, Skittles candy went from visionary to pariah when it yanked its Twitter-centric website in favor of Facebook a mere 24 hours after going live.

What's behind this corporate indeciveness? Looks to me like yet another example of The Law of Unintended Consequences.

For years communicators have been striving toward a paradigm in which they don't simply throw messages out to their targets audiences, instead engaging them in true conversation and dialog. Problem is, the response from some audiences isn't always what you hope it will be.

The digital world has made it incredibly easy for anybody -- from an ardent enthusiast to the most ax-grinding detractor -- to shape perceptions of companies or their products. While communicators grapple with these new realities, here are three basic tenets all companies should embrace:

1. Plan for the worst-case scenario. Back when companies had sole control over the flow of information, they could develop communication strategies on their terms. Now that control has shifted to the public, you've got to be ready to act when consumer activists, disgruntled employees or even your most loyal followers react in a manner contrary to your intentions.


2. Learn how to listen. These days, it's not good enough to have a customer service e-mail or toll-free number. You've got to be plugged into the blogosphere, chat rooms and other social media channels, because what people say about you is far more important than what they say to you. Ask the folks at Motrin, who returned to their offices Monday morning to be confronted with an avalanche of negative blog posts that materialized over the weekend.


3. Stick to your guns. For the life of me, I can't understand why Tropicana spent millions of dollars developing its new brand identity -- including, I'm sure, extensive focus group testing -- and then yanked the packaging after a handful of folks complained about not being able to find their favorite OJ at the grocery store. I'm not saying I love the new look. But if it was a good idea a few months ago, why is not a good idea now?

Bottom line is this: corporate communictons in the 21st century is not for the feint of heart. It takes foresight and confidence, which seem to be in short supply if the examples above are any indication.