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Building TRUST in an Untrusting world
Praxis Annual Conference | September 27, 2019 | Shiv - ABG
Structure
Trust
Individual, Brand ,Company
As head of PR
Trust is the
essence of all
relationships
We do our best work when the boss trusts us
Words we associate with trust
• Faith
• Reliable
• Commitment
• Responsibility
• Confidence
• Assurance
• Benefit
• Conviction
Why is the world untrusting?
• Poor leadership
• Doing the wrong thing
• Rapid change and inability to cope
with it
• Fake news
• Greed- pay inequality
• Not bothered about me
• Nothing permanent
• litigation
Trust at Individual level
‘ Trust is … you wont hurt
me when I am vulnerable’
‘I trust someone like me’
Perceptions matter
Which city do women trust to be safe?
Which leader will you trust?
A team man Individual star
Which colleague do you trust?
Who keeps
secrets
Who blabbers about
what you tell him
At work you trust leaders with .. AIM
• Authentic not Arrogant
• Institution builder not individualistic
• Motivational vs Malicious
At a brand level
Only 33% of
consumers say they
trust the brand they
use. A problem as
well as an
opportunity.
Nokia Most trusted Brand Journey
Year Rank
2004 71
2005 44
2006 4
2007 1
2008 1
2009 1
2010 1
At a company level
NGOs are most trusted
Ingredients of trust in a company
• Character of leaders
• Adherence to policies
• Are exceptions truly exceptions or the rule?
• Rewards and how they are distributed
• The promotion list
• How the company handles customers
• Inclusion
Companies challenged on
TRUST recently
Anglo Dutch? Finnish? American?
Which MNCs would I trust?
As PR Leaders
SPIN is a SIN
Tell the truth
Don’t dribble in information
All leaders are not good spokespersons
Media has a job to do
‘Trust but verify’
Ronald Reagan
Summary
TERMS AND CONDITIONS

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Shiv Shivakumar - PRAXIS 2019