Bridging the Trust Gap: How Public Relations Elevates Brand Value

Turmoil and opportunity tend to go hand-in-hand. As businesses grapple with the challenges of today's economic environment, the public relations (PR) profession is presented with a unique opportunity. Companies are losing control of their dialogue with customers. The sudden failure of US banks...

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Bibliographic Details
Published inThe public relations strategist Vol. 23; no. 4; p. 7
Main Author Hynes, Aedhmar
Format Journal Article
LanguageEnglish
Published New York Public Relations Society of America, Incorporated 01.12.2017
Subjects
Brand equity
Marketing
Public relations
Trust
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Summary:Turmoil and opportunity tend to go hand-in-hand. As businesses grapple with the challenges of today's economic environment, the public relations (PR) profession is presented with a unique opportunity. Companies are losing control of their dialogue with customers. The sudden failure of US banks and financial institutions has eroded trust among consumers further--destroying valuable brands nearly overnight. As the effects of these failures ripple through the rest of the economy, there is more pressure on marketers to translate their actions into bottom-line growth. Here, Hynes discusses how PR can bridge the trust gap in ways that advertising cannot by delivering the authenticity and distinctiveness that elevates brand value.
ISSN:1082-9113