PR Congress 2011 | Plenary 3 - To Buy is to Trust

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prcongress2011

The last session for Day 01 of the 18th National PR Congress last 22 to 23 September 2011 presented strategies and programs in which brands are able to gain the trust and confidence of their target markets. Businesses have long realized the role of trust in building their brands – whether at the larger level of corporate brand-building or zooming into efforts to increase brand equity for products and services. Earning trust however has become more difficult for brands given the changing landscape in which brand-builders and target audiences are in. Topic Presenter and Moderator: Ms Susan Dimacali, President, DIMSU Consulting Topic Discussants: Ms. Linda Atayde Executive Director SM Foundation Ms. Sharina Domingo Chief Communications Officer Filminera Resources Mr. Paul Richards President & General Manager Mead Johnson Nutrition (Philippines), Inc.

Business News & Politics

1. Know your consumer

Insight

What you will How you will say
What you will say
show it

Impactful, compelling sale

2. Be honest

Honesty

What the
What you can consumer
Who you are
deliver experience might
be

Spectacular business results

3. Keep your promises
The bigger you are…

3. Keep your promises

The harder you fall

4. Keep up the dialogue

Dialogue

Communicate in all relevant
Define consumer interactions
media

Friends/Family
70%

Online Product

45%
reviews

Discussion forums

20%
Television
17%

Product websites
15%

News sources
12%
4. Keep up the dialogue

8%

Influential bloggers
7%

Social media sites
7%

Unknown peers
OMD

5. Leverage word of mouth

Authenticity

Netizens are suspicious Never, ever fake it

8. Virtual connections enhance,
but do not replace physical
interactions

9. Building trust does not have to
be boring

Building trust does not have to
be boring

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‘Tis the season to give thanks and give back to the community! Join us and share how you showing love to those around you. This week's #CreditChat included ways to give thanks to others and continue paying it forward. The panel included: Kasasa – a national brand of free rewards checking accounts offered exclusively at community financial institutions, Amy Robles- Founder of ThinkEnriched.com, Keryl Pesce- Author of “Share This Journal,” entrepreneur, radio co-host and inspirational speaker, Jeanne Kelly- Credit Coach/Expert at Credit.com, and Rod Griffin- Director of Public Education at Experian, and Mike Delgado- Social Media Community Manager at Experian. The chat featured tips from @care4yourfuture, @andrewluu1, @Kasasa, @CompareCards, @SavingFreak, @CaryCarbonaro, @MoneyCrashers, @PicaCreditUnion, @CordiaGrad, @mymoneycoach_ca, @Rod_Griffin, @PHAVZ, @suddenlyfrugal, @KOFETIME, @moneytalk1, and @wisebread.

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Here are 6 out of 10 helpful tips on how to build trust in a relationship. For 4 more tips of this type, click the link: http://vkool.com/how-to-build-trust/. 1. Do Exactly What You Say Doing exactly what you say is the very first step to make others trust you because actions always speak louder than words. If possible, you should always do better than what you say. For example, if you already said that you could complete 90 percent of work, you should try to fulfill more rather than less of it. 2. Honor Your Promises If you want to be trusted by others, you should be a dependable person. For example, after making a promise, you had better try to meet it well. If you cannot meet it for some reasons, try to explain it to the promisee decently. After that, create a new promise, and make sure to meet it this time. Making a promise is always easier than fulfilling it. Therefore, before making any promise, you had better think thoroughly whether you can meet it or not. If the possibility of meeting a promise is not very high, do not make it. 3. Tell The Truth Being honest or telling the truth is one among the best tips on how to build trust in a relationship. We all know that the truth may hurt for a while, but a lie hurts forever. Therefore, you should always tell the truth for long-term benefits. In case you cannot tell the truth, just keep silence rather than telling a lie. 4. Display Loyalty You can display your loyalty by protecting other people, especially when they are not present to join your conversation. This is one among the most important techniques on how to build trust as trust is mainly built by honesty and loyalty. 5. Be Competent Being competent means you can do many things well. If you have good professional ability and interpersonal communication skills, people will not only respect and admire you, but also trust you easily. Therefore, you should learn to build good manners, social skills, and even working skills as a preparation for building trust. When you are competent, you will become reliable, and be trusted by others. 6. Be Objective Being objective is also a helpful tip on how to build trust in a relationship. When you decide to do something, consider objectively how other people will think about it. Put yourself in others’ shoes, and you will know how they feel, and what they think. The more objective you are, the easier you can build trust. Trust is always one of the crucial keys to success. If you can get your friends to trust you, your life will certainly be pleasant. If you can make your boss trust you, you can get a promotion really fast. If you can get your spouse to trust you, you will certainly be happy in your family.

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1. The Role of Trust in Brand Building Susan Dimacali

3. YOUR AD HERE

7. How do you build brand trust in today’s environment?

8. 1. Know your consumer Insight What you will How you will say What you will say show it Impactful, compelling sale

9. 1. Know your consumer

10. 1. Know your consumer

11. 1. Know your consumer

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31. 7. Walk the talk

32. 7. Walk the talk

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