TRUST AND ETHICS
THE CHALLENGES OF SELLING IN THE 21 CENTURY
ALI BULLOCK, DIRECTOR OF COMMUNICATIONS, THE WSJ
EXPERIENCE:
- DIRECTOR OF COMMUNICATIONS FOR DOW JONES
AND WALL STREET JOURNAL
- PREVIOUSLY WORKED FOR CATHAY PACIFIC AS
G...
TRUST & ETHICS
“Trust is the firm belief in the
reliability, truth, or ability of someone or
something”
– Oxford Dictionary
Code of conduct
“Bottom line, successful public relations hinges on the
ethics of its practitioners.” - PRSA
“Codes of Ethics are all very well but unless they are
supported in spirit and letter by every practitioner
they are waste...
“THESE CHARGES SEND A CLEAR MESSAGE,” THE
SPOKESMAN SAID. “IN THE UNITED STATES, YOU CAN’T
SPY ON PEOPLE.”
ANDY BOROWITZ, ...
Header
IF PEOPLE 'CAN'T TRUST'
GOVERNMENT, 'WE'RE GOING TO
HAVE SOME PROBLEMS HERE
President Obama, 2013
FROM GLOBAL BUSINESS
"We're sorry for the massive
disruption it's caused their
lives. There's no one who
wants this over more than I
do. I woul...
… TO POLITICANS
“TO MY MEMORY, I DID NOT SAY I HAD NO ILLEGAL
STRUCTURES.”
CY LEUNG, Dec 2012
SOURCE: EDLEMAN TRUST BAROMITER 2013
SOURCE: EDLEMAN TRUST Index 2013
THE GOOD & BAD OF PR
… WHEN DID WE RESORT TO TRUSTING STRANGERS?
“INVESTIGATION LAUNCHED INTO TRIPADVISOR
FOLLOWING CLAIMS UP TO 10 MILLION REVIEWS
ARE FAKE.”
news.com.au
2013
Taiwan's FTC investigating Samsung for defaming
HTC on local online forums.
Samsung has ordered its Taiwan operation to ce...
Trust and leadership
A company’s credibility is closely aligned to the
credibility of it’s leader.
Being authentic = effec...
STUDY: 72% OF CONSUMERS TRUST ONLINE
REVIEWS AS MUCH AS PERSONAL
RECOMMENDATIONS
Local Consumer Review Survey (2012)
Do you read online customer reviews to determine
whether a local business is a good business?
How many online reviews & ratings do you need to
read before you feel that you can trust that business?
65% of consumers r...
How do online customer reviews affect your opinion of a business?
58%
52% of consumers are more likely to use a local
business if they have positive reviews.
Source: Google, 2013
58% of consumers trust editorial content.
(Source: Nielsen)
When reading up on something, people are more
likely to trust ...
52% OF
CONSUMERS ARE MORE
LIKELY TO USE A LOCAL
BUSINESS IF THEY HAVE
POSITIVE REVIEWS
65% of consumers
READ BETWEEN 2 – 1...
TRUST AND BRAND MATTER TO YOUR
BOTTOM LINE
10.35AM: “ALI, WE NEED YOU IN THE CRISIS
COMMS CENTER. NOW.”
CENSORED
10.45AM: SOCIAL MEDIA MESSAGES AND
PHOTOS START TO APPEAR ON SINA-WEIBO
THE YEARS OF CATHAY PACIFIC’S EXPERIENCE AND
MESSAGING OF SAFTEY, FROM THE CEO TO EVERY
FLIGHT ATTENDENT WAS CRITICAL IN T...
FINAALLY NEVER BS JOURNLISTS
Ryanair is trying to stop newspapers describing it as “no-frills” airline.
Robin Kiely, the Irish carrier’s head of commun...
“No-frills” Ryanair
“Fare”: £44.48
EU 261 Levy* £5
ETS Levy** £0.50
Web check-in: £14
Administration fee: £14
Total***
£77...
THANK YOU SO MUCH FOR YOUR TIME
YOU CAN FIND A COPY OF THIS PRESENTATION HERE:
www.slideshare.net/alibullock/presentations...
PR Asia 360 Presentation: Trust and Ethics
PR Asia 360 Presentation: Trust and Ethics
PR Asia 360 Presentation: Trust and Ethics
PR Asia 360 Presentation: Trust and Ethics
PR Asia 360 Presentation: Trust and Ethics
PR Asia 360 Presentation: Trust and Ethics
PR Asia 360 Presentation: Trust and Ethics
PR Asia 360 Presentation: Trust and Ethics
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PR Asia 360 Presentation: Trust and Ethics

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The pay-for-play ecosystem is still very much in existence, whether it’s via blogs, advertorials, brand ambassadors or keeping dodgy deeds quiet. How is this paradigm viewed by regional audiences, especially in light of the “black PR” framework in China? At what point do ethical considerations supersede business opportunities? And, how do you police local offices and staff in jurisdictions that are historically and culturally known for questionable ethics?

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  • 97% OF PURCHASING DECISIONS BEGIN ON THE INTERNET
  • Trust and EthicsThe pay-for-play ecosystem is still very much in existence, whether it’s via blogs, advertorials, brand ambassadors or keeping dodgy deeds quiet. How is this paradigm viewed by regional audiences, especially in light of the “black PR” framework in China? At what point do ethical considerations supersede business opportunities? And, how do you police local offices and staff in jurisdictions that are historically and culturally known for questionable ethics?Ali Bullock, Communications Director, Asia, Dow Jones
  • The field of public relations is generally highly un-regulated, but many professionals voluntarily adhere to the code of conduct of one or more professional bodies to avoid exposure for ethical violations.The practice of public relations can present unique and challenging ethical issues. At the same time, protecting integrity and the public trust are fundamental to the profession’s role and reputation. Bottom line, successful public relations hinges on the ethics of its practitioners.
  • MANAGING YOUR BRANDI’M GOING TO TAKE YOU THROUGH THE LESSONS AND THOUGHTS I HAVE HAD OVER THE LAST 18 YEARS WORKING IN THIS SPACE.
  • BP CEO Tony Hayward, on the oil spill disaster that claimed 11 lives and has since spewed 20 to 100 million gallons of toxic oil into the Gulf of Mexico, May 31, 2010
  • Edelman’s Trust Index: after a year high of distrust in 2012, shift back to neutral in 2013
  • Consistent messaging across all platforms and people need to be told more than once
  • Negative public relations / “Black PR”, also called dark public relations (DPR),is a process of destroying the target's reputation and/or corporate identity.The objective in DPR is to discredit someone else, who may pose a threat to the client's business or be a political rival. DPR may rely on IT security, industrial espionage, social engineering and competitive intelligence. Common techniques include exposing dirty secrets from the target, producing misleading facts to fool a competitor. Black PR has become common practice in China with the spread of online influence – essentially the practice of deleting posts and articles from news portals through bribery or fraudulent activitySome claim that negative public relations may be highly moral and beneficial for the general public since threat of losing the reputation may be disciplining for companies, organizations and individuals. However, others would say why invest time focused on ours, just make better products or deliver better services.
  • In late 2011 Facebook finally admitted that it was the client behind a PR firm’s clumsy attempt to plant a damaging story abouta Google social feature that was almost two years old. The PR attempt led to very bad PR for Burson, given that it exaggerated the privacy fears around Social Circles and deceptively presented it as a “new feature.”
  • “GETTING INORMATION OFF THE INTERNET IS LIKE TAKING A DRINK FROM A FIRE HYDRANT.” MICHELL KAPORTHIS QUOTE IS ADDRESSING HOW MUCH INFORMATION IS NOW AVALIBLE TO US AS CONSUMERS, PUT OUT THERE BY COMMS AND MARKETING TEAMS. THAT VOLUME OF INFORMATION AND OUR ABILITY AS HUMANS TO PROCESS THIS RAISES QUESTIONS AND CHALLANGES
  • How do you police local offices and staff in jurisdictions that are historically and culturally known for questionable ethics? In my experience it is all down to the leadership.Establishing acceptable behavior is led from the top.
  • ITS TUESDAY MORNING, AND I GET A CALL FROM OPERATIONS (ONE YOU DON’T WANT TO GET. “ALI, WE NEED YOU IN THE CRISIS COMMS CENTER NOW.”YOU CAN IMAGINE, RUNNING TO THE CMC THIS IS EVERYONE’S WORST CASE SENARIO.
  • FOR CATHAY SAFTETY OFCREW AND PASSANGERS IS KEY. ABSOLUTE FIRST PIRORITY. WE FOUND UPDATES AND PHOTOS APPEARNG WITHIN MINUTES OF THE PLANE LANDING.
  • MONITIORING YOUR CUSTOMERS
  • PR Asia 360 Presentation: Trust and Ethics

    1. 1. TRUST AND ETHICS THE CHALLENGES OF SELLING IN THE 21 CENTURY ALI BULLOCK, DIRECTOR OF COMMUNICATIONS, THE WSJ
    2. 2. EXPERIENCE: - DIRECTOR OF COMMUNICATIONS FOR DOW JONES AND WALL STREET JOURNAL - PREVIOUSLY WORKED FOR CATHAY PACIFIC AS GLOBAL DIGITAL MARKETING MANAGER, AND WORKED ON DIGITAL STRATEGY FOR KMPG, KELLOGG’S, SAMSUNG AND MOTOROLA - WORKED FOR WWF HONG KONG AS HEAD OF COMMUNICATIONS, DURING AN 8 MONTH SABATICAL IN 2012
    3. 3. TRUST & ETHICS “Trust is the firm belief in the reliability, truth, or ability of someone or something” – Oxford Dictionary
    4. 4. Code of conduct “Bottom line, successful public relations hinges on the ethics of its practitioners.” - PRSA
    5. 5. “Codes of Ethics are all very well but unless they are supported in spirit and letter by every practitioner they are wasted hot air. And codes of ethics have little influence unless, if found breaking those rules, the practitioner finds it impossible - even illegal – to practise. That is the protection afforded to those who seek help from doctors, lawyers and other professions. And in PR - regretfully - this simply isn't going to happen.” - Lord Chadlington (CEO of the Huntsworth Group), Public Relations Global Summit 2012
    6. 6. “THESE CHARGES SEND A CLEAR MESSAGE,” THE SPOKESMAN SAID. “IN THE UNITED STATES, YOU CAN’T SPY ON PEOPLE.” ANDY BOROWITZ, JUNE 2013
    7. 7. Header IF PEOPLE 'CAN'T TRUST' GOVERNMENT, 'WE'RE GOING TO HAVE SOME PROBLEMS HERE President Obama, 2013
    8. 8. FROM GLOBAL BUSINESS
    9. 9. "We're sorry for the massive disruption it's caused their lives. There's no one who wants this over more than I do. I would like my life back." —BP CEO Tony Hayward
    10. 10. … TO POLITICANS
    11. 11. “TO MY MEMORY, I DID NOT SAY I HAD NO ILLEGAL STRUCTURES.” CY LEUNG, Dec 2012
    12. 12. SOURCE: EDLEMAN TRUST BAROMITER 2013
    13. 13. SOURCE: EDLEMAN TRUST Index 2013
    14. 14. THE GOOD & BAD OF PR … WHEN DID WE RESORT TO TRUSTING STRANGERS?
    15. 15. “INVESTIGATION LAUNCHED INTO TRIPADVISOR FOLLOWING CLAIMS UP TO 10 MILLION REVIEWS ARE FAKE.” news.com.au 2013
    16. 16. Taiwan's FTC investigating Samsung for defaming HTC on local online forums. Samsung has ordered its Taiwan operation to cease marketing involving online anonymous comments Source: pcadvisor.co.uk April 2013
    17. 17. Trust and leadership A company’s credibility is closely aligned to the credibility of it’s leader. Being authentic = effectiveness
    18. 18. STUDY: 72% OF CONSUMERS TRUST ONLINE REVIEWS AS MUCH AS PERSONAL RECOMMENDATIONS Local Consumer Review Survey (2012)
    19. 19. Do you read online customer reviews to determine whether a local business is a good business?
    20. 20. How many online reviews & ratings do you need to read before you feel that you can trust that business? 65% of consumers read between 2-10 reviews (vs.58% in 2010)
    21. 21. How do online customer reviews affect your opinion of a business? 58%
    22. 22. 52% of consumers are more likely to use a local business if they have positive reviews. Source: Google, 2013
    23. 23. 58% of consumers trust editorial content. (Source: Nielsen) When reading up on something, people are more likely to trust the content when they know its been edited. Having editorial content displays credibility because it shows that there are professional writers and editors behind it. Self promotion through content never works. It looks much better when others talk favorably about you.
    24. 24. 52% OF CONSUMERS ARE MORE LIKELY TO USE A LOCAL BUSINESS IF THEY HAVE POSITIVE REVIEWS 65% of consumers READ BETWEEN 2 – 10 REVIEWS
    25. 25. TRUST AND BRAND MATTER TO YOUR BOTTOM LINE
    26. 26. 10.35AM: “ALI, WE NEED YOU IN THE CRISIS COMMS CENTER. NOW.”
    27. 27. CENSORED 10.45AM: SOCIAL MEDIA MESSAGES AND PHOTOS START TO APPEAR ON SINA-WEIBO
    28. 28. THE YEARS OF CATHAY PACIFIC’S EXPERIENCE AND MESSAGING OF SAFTEY, FROM THE CEO TO EVERY FLIGHT ATTENDENT WAS CRITICAL IN THE TIME OF THE CRISIS.
    29. 29. FINAALLY NEVER BS JOURNLISTS
    30. 30. Ryanair is trying to stop newspapers describing it as “no-frills” airline. Robin Kiely, the Irish carrier’s head of communications, has written to various publications, including Telegraph Travel and the website Travelmole, insisting that the phrase be removed from all reports about Ryanair. “The claim that Ryanair is a “no-frills” airline is entirely misleading and outdated, given that we offer all-leather seats, reserved seating, industry- leading punctuality, online check-in and on-board catering for those who wish to avail of it,” he said. “Ryanair is a low-cost airline and I would appreciate if you would refrain from describing Ryanair as ‘no-frills’ in the future and amend your article to reflect this fact.” Read more: http://www.telegraph.co.uk/travel/travelnews/10139204/Ryanair-with-or- without-the-frills.html#ixzz2XJjFnp2D
    31. 31. “No-frills” Ryanair “Fare”: £44.48 EU 261 Levy* £5 ETS Levy** £0.50 Web check-in: £14 Administration fee: £14 Total*** £77.98 “Frills” Ryanair "No-frills" flight: £77.98 Checked baggage: £50 Text message confirmation: £1.95 Travel insurance: £14.85 Reserved seating/priority boarding: £20 Sporting equipment/musical instrument: £100 Play to win your trip for free "game”: £4 Ham and cheese panini (one per flight): £11 Cup of tea (one per flight): £6 Glass of wine (one per flight): £11.90 £297.68 … SO THEY LOOKED IT UP AND CHECKED
    32. 32. THANK YOU SO MUCH FOR YOUR TIME YOU CAN FIND A COPY OF THIS PRESENTATION HERE: www.slideshare.net/alibullock/presentations LINKEDIN: ALI BULLOCK alibullock@gmail.com www.alibullock.com

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