All businesses and CEOs know that it takes a lifetime to build a good reputation and it’s not just about talking the talk, it’s about actions too.
Publicising good news, having clear and meaningful corporate messages and talking to the right people all contribute to forming a good strong reputation.
If you choose to appoint a public relations consultancy to help grow your reputation, you should have a discussion about the best methods of publicity for your company or organisation.
According to the Edelman Trust Barometer, in Europe 60% of people still trust traditional media as a source of news, despite the decline in print media circulation figures in the UK and the rise of social media. Print and broadcast still top the table as the most trusted source of news, despite users becoming more sceptical and perhaps checking more than one source to verify the facts.
So, securing media coverage in relevant publications for your audiences should still be a key component in your communications mix. Communicating key messages through the right channels helps build and enhance your reputation. This is just one part of a wider communications strategy that will encompass other relevant channels too, including social media.
Although just 34% of people trust social media according to the Edelman Trust Barometer, its usage is still rising. The We Are Social and Hootsuite Global Digital Report 2019 found that in the past year social media use jumped almost 9% to nearly 3.5 billion people worldwide.
In the UK, there are 63.43 million internet users (95% of the population) with 45 million active social media users (67% of the population). The UK’s internet users are spending, on average, five hours 46 minutes on the internet each day, one hour 50 minutes of that on social media.
YouTube tops the table for the most active users in the UK, followed by:
(This is discounting social messaging sites such as Facebook Messenger and WhatsApp).
More and more people are becoming what the Edelman Trust Barometer calls amplifiers – people who consume news about weekly or more and share or post content several times a month or more. Amplifiers made up 40% of respondents in the 2019 report compared to just 26% in 2018.
This is in comparison to those who consume news about weekly or more but don’t share it (32% in 2019) or people who consume news less than weekly (28% in 2019).
This is a huge shift in the number of people sharing and consuming news, which shows that it is more important than ever for your company or organisation to be sharing high-quality news to help build your reputation and position you as a trusted and reliable source.
To be seen as an authentic and reputable source of news and to grow your company’s reputation, you need to:
- Identify your audiences and not take a scattergun approach to your communications.
- Identify the channels that will reach them best and ensure your communications plan includes the right balance of traditional media, social media and use of digital channels.
- Provide a consistent stream of fresh, engaging and honest news to your audience.
If you’re looking for support on your communications strategy, get in touch.