What Keeps You Up at Night? – Huntington
  • What Keeps You Up at Night?

    By Helin Goh on May 22 , 2017

    Check off these points and get yourself a good night’s rest.

    As brand guardians and communicators, the one thing that keeps us all up at night is when brand reputation is at stake. If you are nodding to that, read on to find out what we covered at Huntington’s inaugural ‘Leadership Series’ which was co-organized with our PROI partner from the Pacific region, Neil Green, Chairman and Chief Executive from Senate IHG, to share on how digital has disrupted the way we manage our brand’s reputation.

    Disruption may sound like rocket science, but hey, the good thing about science is there is always a formula. So here are our top three takeaways from the session to help you grasp the new wave of brand reputation, crisis or not.

    Bottoms-up to Trust
    Global trust in government, media and businesses has fallen to its lowest levels, and these sentiments are similarly mirrored in a corporate setting where the credibility of CEOs are at an all-time low. More than 60% have rated a person like themselves to be the most credible spokesperson in the latest Trust Barometer survey done by Edelman. What this means for communicators trying to build brand stories is that we need to start looking at employees, peers and the man on the street as effective messengers. In this digital age where information is readily accessible, ‘control’ is being given away to build trust instead. Start building relationships in times of low threat and you will have yourself a peer army to ride you through the next crisis.

    Impressions can become Reality
    We all learned a new term in communication recently, fake news, no thanks to Brexit and the recent US election. And guess what, this new order of the day is here to stay, as long as we remain glued to our digital communities. Public opinions are now shaped by an impactful imagery, an emotional appeal or a powerful hashtag. Think about the image of the passenger on United Airlines being dragged across the aisle, or the #DeleteUber campaign. Well, we are not saying that what had happened weren’t real. We are saying that what we had perceived as reality may only form a part of the full picture. We are becoming a rising number that exist inside a filtered bubble, being served information that confirm what we already think. Now, here’s another term for you to sit on ‘post-truth’ where objective facts are less influential than appeals to personal beliefs.

    Digital is All About Being Human
    As much as we would like to think of digital as a platform which allows us the convenience to remotely interact with our audience, many fail to realize that digital is about people. The whole premise of digital is to engage, not broadcast. Start speaking the language of your audience: fast, actionable and informal. Allow your spokespersons to communicate like they are connecting to a peer, not a robot reading off a well-prepared script. Provide a platform for your audience to connect to their peers (in this case, try the Bottoms-up approach in point 1) because they trust the information they get from individuals than from a brand speak. Don’t worry about the interaction getting out of control, because like they always say, ‘let the brand speak for itself’.

     

     

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