Growing brand loyalty in an era of fake news and declining public trust | Making the news conference | 30 November 2017
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Kate Beard, senior consultant and Alice Lythgoe-Goldstein, senior consultant, Amazon PR Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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Growing brand loyalty in an era of fake news and declining public trust | Making the news conference | 30 November 2017
- 2. Growing brand loyalty in the face of declining trust 30 November 2017 Kate Beard & Alice Lythgoe-Goldstein Amazon PR
- 3. “Whoever is careless with the truth in small matters cannot be trusted with important matters.” Albert Einstein Trust
- 4. “Earn trust, earn trust, earn trust. Then you can worry about the rest.” Seth Godin Former dot-com executive Trust
- 5. Definition: A firm belief in the reliability, truth, or ability of someone or something. What is trust?
- 7. In the Autumn of 2015, trust in charities hit 48%. By May 2017 it had risen to 64% - up 16 points. nfpSynergy Trust in charities
- 8. 71% of journalists expect the level of critical stories about charities to increase or stay the same over the coming year. Journalists’ Attitudes and Awareness Monitor nfpSynergy, August 2017 The bad news…
- 9. • Does the organisation do what it says it will? • Does it consistently meet expectations? • Does the organisation and its stakeholders share values? How can we measure trust?
- 10. A new narrative
- 11. • Use plain English • Don’t over-claim • Speak with one voice A new narrative
- 12. Transparency
- 13. • Reject broad brush strokes • Tell the whole story • Report impact in its widest sense Transparency
- 14. Street League
- 15. “It sometimes feels that the only way we as charities can raise funds is to tell heart-breaking stories about beneficiaries, rather than balancing this storytelling with hard facts about the impact we achieve (or don’t).” Matt Stevenson-Dodd, Street League #CallForClarity
- 16. Street League’s Three Golden Rules
- 18. • Reclaim your instincts • Focus on what engages and resonates • Are you being true to the case study? Tell authentic stories
- 19. MND Association
- 20. Use the right influencers
- 21. “A new world order is emerging: we might have lost faith in institutions and leaders, but millions of people rent their home to total strangers, exchange digital currencies, or find themselves trusting a bot.” Rachel Botsman – Who Can You Trust? The Trust Shift
- 22. • Know your audience inside out • Find the right fit: personality and issue • Real engagement over broad awareness Use the right influencers
- 23. Water Aid and Mother of Daughters
- 24. • Don’t over claim • Be transparent • Be authentic • Choose the right ambassadors To re-cap
- 25. The challenge!
- 26. Thank you! Amazon PR amazonpr.co.uk 020 7700 6952 @amzpr Kate Beard Alice Lythgoe-Goldstein Senior Consultant Senior Consultant Kate@amazonpr.co.uk Alice@amazonpr.co.uk @KateBeardo @MissAliceLG
- 27. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
- 28. Making the news: generating positive PR for your charity Supported by 30 November 2017 London #charityPR