Pirozzolo Company Public Relations

Yes, You Can Get International Press on a Budget, II

Part II of a two-part series covering global media relations strategies and tactics 

In our first installment on getting international press coverage without busting the PR budget, we covered the basics of identifying and wooing the international press corps from two perspectives: how to get foreign journalists interested in your activities here in the States and how to get press attention when you are overseas – at trade fairs, signing a deal or opening a new operation in a foreign country.

Part II offers advice on how to get inside the overseas PR community and the journalists' inner circles where you can build long-term relationships with leading press people.

                                                     
       President Obama made news when he visited  Jakarta, Photo by Dick Pirozzolo © 2010

For starters, when you know you know your company will be taking part in a trade fair or event in Jakarta, Tokyo or Paris one of the easiest ways to start developing relationships with editors and reporters  is to ask the editor of a US daily newspaper or trade magazine for an assignment to cover the event in which your client is participating. Ask for a letter indicating your role as a reporter with that particular media outlet. The letter will be a door opener. At a trade event, having media credentials will get you into the pressroom and direct access to reporters you want to reach. Just be subtle and not too pushy or you will lose credibility. If you are acting as a journalist in addition to your PR duties, disclose your client relationship when interviewing sources for a freelance article at an international event.

Before you go, join the Foreign Press Association of New York at 333 East 46th Street, 
New York, New York 10017. FPA accepts associate memberships from US public relations professionals and organizes topnotch events with leading journalists such as Chris Matthews of MSNBC’s Hardball who was the keynoter at a recent event and Steve Kroft of 60 Minutes will be speaking at an upcoming dinner. Telephone 212-370-1054 or email 
Fpanewyork@aol.com to inquire about membership. The FPA will also issue you a press pass.

 Online media directory resources include Mondo Times at http://www.mondotimes.com, and subscription Media Database services such as PR Newswire’s Media Atlas provide overseas media contact information. PR Newswire will also translate news releases with 24 hours advance notice. The New York and Washington, DC bureaus of overseas media outlets will – most often – gladly provide you with press contacts overseas and may even help you by making introductions.

Need a photo in Indonesia?

Internationally, local newspapers are a great resource for getting publicity photos taken. Most staff photographers are happy for the extra work and, if the photo warrants, will submit it to their own newspaper for publication. Similarly, AP provides a worldwide photo service that is convenient but generally costs more than going directly to a local media outlet and asking to speak with someone in the photo department.

 Of course, local PR expertise is worth a great deal when expanding your PR efforts abroad. If the PR budget is not sufficient to hire a local firm for an entire project, many PR industry professionals will gladly offer a few hours of    consulting to help navigate the local media waters in their country.

 For example, we learned from our affiliate in Indonesia that sometimes the rules of “earned media” don’t apply overseas. N Mark Castro of Asia Leads in Jakarta explains,

 “Insofar as print media is concerned, sadly, in Asia, envelopmental journalism is rampant. This is not endemic to Indonesia. It applies to the Philippines, Malaysia, Singapore – the more refined the media, the more refined the "gifts." But minor media platforms tend to receive and print materials they deem newsworthy, as long as their relationship with the PR person is solid. This is where relationships play a crucial role.”

 In Asia, press clubs provide a remarkable service by helping newcomers get the lay of the land, learn the issues and rub elbows with local and overseas press. Castro, whose wife Kathy is with CNN, points out that, most foreign companies tend to partner with local PR agencies that are members of international associations such as the Jakarta Foreign Correspondents Club (www.jfcc.com). The global image of Indonesia comes from this club, which has weekly forums with government officials. It's the go-to place when the president’s spokesman is addressing important national issues.”

 In Japan the Foreign Correspondents Club of Japan (FCCJ) http://www.fccj.or.jp/ is similar to foreign press association in New York. Miki Ebara, NHK’s New York correspondent explains that in Japan there are more formalized routes to gaining media coverage. She says press clubs often focus on specific subject areas, “for those reporting on the Prime Minister's office there is a press club, or the Foreign Ministry has a press club. Automobile manufacturers have their own press clubs, etc., etc. - it's a convenient way for the [PR person who] –  does not have to look for contacts with the press. When they have an announcement, they just notify those who are    registered with the club.”                                                      

 

Ebara adds.  “And once journalists are registered with a press club, they will never miss being notified when an announcement is made. However, it is not mandatory. Anyone can organize a press conference any time, anywhere. It just takes more hustle, that's all.”

 Advance planning and research together with thoughtful insights from indigenous PR professionals and journalists will go a long way toward creating a successful campaign in overseas markets. The rest is just old-fashioned PR smarts, have a good story, localize it, build relationships with journalists and keep your message simple. 

 Dick Pirozzolo is the founder of Pirozzolo Company Public Relations (www.pirozzolo.com). The firm offers global Public Relations services and PR executive training in Indonesia, Singapore, Malaysia and the US. Pirozzolo Company represented the Vietnam government during reconciliation and Japan’s Ministry of Agriculture, Forestry and Fisheries. Other international engagements include clients in Israel, Saudi Arabia, Qatar, Germany, the UK, China and Japan. 

A Dutch Television journalist interviews  students at President Barack Obama's grammar school in   Jakarta, Indonesia. Dick Pirozzolo photo © 2010

 

Yes, You Can Get International Press on a Budget

Part I of a two-part series covering global media relations strategies and tactics 

Want to get press for your trade fair booth in Jakarta? Did your company do a deal in Tokyo that would be news in Asahi Shimbun? Is there an international angle to a company achievement here in the States?

 If you think it takes a big international PR firm to generate international media coverage, think again.

PR pros who have an international orientation can launch successful global media campaigns. It takes developing word-wide relationships with local PR firms and journalists outside the US, along with a few unconventional approaches and a lot of legwork. For example, we were named the Boston affiliate of HFN Komminikation in Frankfurt a few years ago and maintain ties with PR firms in the UK, Tokyo, Jakarta, Ho Chi Minh City and Hong Kong. Additionally, the personal relationships we've nutured with correspondents from Agence France Presse to Japan's NHK and Qatar's Gulf Times have paid off in news coverage around the world.

PR firms in foreign cities are often willing to work on an ad hoc basis – say for a trade fair presence or CEO visit, which keeps the scope of work and budget sharply focused. If you are starting from scratch, PR networks, alliances and individual firms are easy to find using LinkedIn, Google or references.

United Kingdom-based Ranbir Sahota, for example, works with us on overseas projects.  Sahota knows the media terrain in the UK, Europe and India. Her Vitis PR, Ltd.(www.vitispr.com) is part of a network of independent PR firms such as Globalcom and ECCO international Communications. 

 Where to Start

While alliances are extremely helpful there are other avenues available to generate international press coverage.

A good place to start is with the US State Department’s Foreign Press Centers in Washington, D.C. and New York.

Contact the media liaison sections, which will, depending on overseas news value, contact the foreign press corps for you. It’s not automatic; one needs PR skills to persuade the State Department’s media liaison people that the event, issue or news will interest the foreign press.

The State Department is particularly keen to promote US events with an international angle rather than, say individual media interviews. For example, the State Department helped marshal the foreign press corps for  us when we promoted a news conference on Carbon Offset Trading in New York that had international implications and the International Boston Seafood Show that draws government-sponsored exhibitors from 95 nations.

 Tip – For stories with a public policy angle, contact The Washington Foreign Press Center, National Press Bldg., Suite 800. For business stories – since New York is the media and financial center of the nation – contact the New York U.S. Department of State New York Foreign Press Center 150 East 52nd Street, Fifth Floor

                
        Pirozzolo Company promoted US-Vietnam trade. (Dick Pirozzolo © 2010

Outside New York and DC, The State Department has International Press Centers in Chicago, Seattle, Houston, Atlanta and Cleveland that will help facilitate foreign journalists' coverage of the American scene. Visit http://fpc.state.gov for State Department contact information.

Another approach to kicking off an international PR campaign is to contact the foreign consulates in major cities. The consulates promote economic activity and cultural exchanges and can be a treasure trove of introductions to journalists from their respective countries.

Other ways to build overseas press relations include contacting the local bureaus of major international outlets such as Associated Press, Bloomberg and Reuters and ask for the names of the bureau chiefs and contact information for their overseas offices. Most news agencies are glad to help.

Don’t forget old-fashioned legwork. Check the online telephone classified listings in New York, Washington and Los Angeles for foreign news bureaus, usually listed under news agencies, news bureaus and TV broadcasters. Doing so will provide contact information for the major US bureaus of Agence France Presse, BBC, Japan’s NHK Broadcasting, Wall Street India and numerous other international news outlets. Typically the bureau chiefs and editorial staffers will be more than willing to introduce you to their counterparts back home.

With ingenuity you can generate media attention anywhere in the world – without busting the budget.

Check back next month for Part II covering more international media relations tactics and journalism traditions in Asia that can help break through the PR clutter.

This article by Dick Pirozzolo, first appeared in its entirety in PR News Media Training Guidebook - Volume 4.  Pirozzolo Company Public Relations (www.pirozzolo.com) offers global Public Relations services and PR executive training in Indonesia, Singapore, Malaysia and the US. Pirozzolo Company represented the Vietnam government during reconciliation and Japan’s Ministry of Agriculture, Forestry and Fisheries in the US. Other international engagements include serving clients in Israel, Saudi Arabia, Qatar, Germany, the UK and China as well as Japan, Singapore and Indonesia.

Best Advice on Networking – Ever

I've read countless articles on networking and more specifically on social media networking. By far, 5 Steps to Connecting with the Movers and Shakers on LinkedIn by David Johnson is the best advice I have ever read on the subject.

David is principal and founder of Persuasive Concepts (http://www.persuasiveconcepts.com/) and a leading authority on advanced sales techniques, Internet marketing and social media. Here is his recent article on networking reprinted with permission.

5 Steps to Connecting with the Movers and Shakers on LinkedIn

Finding, Connecting and Building Win-Win Relationships

Networking is the cultivating of positive, give-take relationships between two or more people that are beneficial to one another. In the past you had to set aside specific time with which you could network with a group of people, think Chamber of Commerce mixers, industry get-togethers, and conferences.

With the onset of web 2.0, a plethora of social networks and the desire to become more connected, networking can now be an everyday occurrence. One of the major draw backs with using social networks to connect and build mutually beneficial, win-win relationships is the fact that it's almost too easy. In other words people collect followers, likes, connections and friends as if they were baseball cards; what that really means is most people put very little value on those connections.

Having said that, it's not too difficult to stand out from the crowd if you follow my suggestions in this post. The following process has been adapted using Bob Burg's amazing book, Endless Referrals. Much like in his book, Endless Referrals, this post will push forth the idea of being a giver. By being a giver you will be able to create an endless stream of referrals through the law of reciprocity. One caveat though, do not be a giver with the intention of just getting. Be a giver because it's the right thing to do; even if the idea behind being a giver is to be seen as the type of person that deserves to receive referrals. In other words, be genuine.

Step 1: Finding The Right People To Connect With

While what I'll be covering in this post can be used on other social networks, with slight modification of course, I will be talking in terms of LinkedIn. If you don't have an account yet I highly recommend that you get one.

First, make sure that your profile is completely filled out, with no typos or grammatical errors. If you're like me, you may need somebody to edit it for you. Once your profile is filled out completely it's time to go searching for the right people. Also, keep in mind that you're about to go big so it's important that you've defined your personal brand.

When searching for people to connect with, look for and search out the centers of influence. These are the people that have a lot of connections, a lot of recommendations, give out a lot of recommendations, engage in groups and use LinkedIn fairly consistently.

Complimentary Businesses

When looking for people to connect with, try to find people that compliment what you do, people that would be a good referral source and work with the same clients that you work with. An example would be that if you were an automotive insurance agent you might want to connect with people that work at a car dealership, or if you're a cake decorator, it might be a good idea to connect with wedding planners.

Using LinkedIn's advanced search you can search by geographical area, group affiliations, job title, company, industries and even school. Once you have narrowed down the people you want to connect with make sure that you read their profile, some of their group posts and maybe even their website. With the internet you never have to go in "cold."

Other Services

We're going to talk more about this in step 4 but it's also a good idea to connect with anybody that can benefit from receiving a referral themselves.

Step 2: Connecting With the Right People

First, and most importantly, it's important to note that you're not trying to collect a huge number of connections, but are instead looking to create mutually beneficial win-win relationships. Also keep in mind that LinkedIn doesn't like you to connect to just anybody, so it's important to have a reason for doing so. An idea would be to look for local groups, on LinkedIn, that you can join. Once you join the group, LinkedIn will allow you to chose which group you and the person you're trying to connect with have in common.

Another idea would be to join the group of the person you are trying to connect with, before you attempt to connect with them. Group affiliations are usually on their profile and will usually help to establish a sort of social proof. Just make sure that you comment or start a discussion in the group beforehand.

Stay Away From The Default

The default connect message on LinkedIn is: "I'd like to add you to my professional network on LinkedIn."

Stay away from it. It doesn't set you apart from everybody else and it sure won't help to establish yourself as a person with whom the person you're trying to connect with wants to connect to. Instead use something like this:

"Hi Mark. My name is David Johnson, we're in the Cool People That live In Colorado Springs group together and I'd be honored to connect with you here on LinkedIn. Also, I really enjoyed your comment on connecting with your customers on Facebook, I will most definitely put that to use! Talk to you soon."

- David

Again, the idea is to stand out from the crowd, to say something that requires thought, not just the click of the mouse. Of course this will take more work, but what's three minutes of your time compared to the obvious benefit of connecting with the movers and shakers? Also, not everybody will accept your request to connect, that's okay, but if you word your initial message correctly your chances skyrocket!

Once they have accepted your request, take another look at their profile and think of a few questions that you can ask them. Usually they will respond back if you worded your request correctly, in that case just reply to their message.

The questions you are going to ask, maybe just one or two, should be open ended and all about your new connection. Remember, you're a giver and your new connections favorite topic will always be themselves. Below are a few questions you can ask:

How did you get your start in the widget making business?

What advice would you give to somebody just start out, advice that you wish you'd have known when you first started?

How does Widgets For Hire stand out from the competition?

For more question idea grab a copy of Endless Referrals.

Warning: Don't just ask the questions above, give reason for asking them, say something like:

Mark, I'm a new business owner and would love some advice from somebody that has been there, somebody such as yourself, that I can no doubt learn from. What advice would you give to somebody just starting out, advice that you wish you'd have known when you first started?

Questions phrased like that will be answered, will hopefully start a conversation and will set you apart from everybody else. Remember to keep the conversation on them and their business, then ask the question that Bob Burg says will separate the pros from the amateurs:

How can I know if someone I'm speaking to is a good prospect for you?

This one question will set you apart from everybody else, I've used it religiously for years and have had really great success with it, it shows the person you are talking to that you trust them enough to send them your valuable referrals, they will want to reciprocate.

Now it's time to do something so far out there, so crazy that you will forever be etched into the mind of your new best friend. I want you to send them a note card. That's right, not an email but a note card and if your new connection is local they will more than likely get it the very next day.

Think about it, you met through a social network, which makes things very easy to communicate back and forth with, but instead you take the time to hand write a note, stamp it and place it in the mailbox. This will set you apart! Again, in Endless Referrals, Bob Burg gives this example of what to say on the note, with slight modification:

Hi Mark, thank you. It was a real pleasure chatting back and forth with you on LinkedIn. If I can ever refer business your way, I certainly will.

Step 3: Give, Give, Give

Now that you have connected, started a conversation and sent them a note, it's time to give! If you feel comfortable enough with your connection I want you to consider leaving them a recommendation on LinkedIn. One, this is giving and two, your new connection will be influenced to do the same for you.

Now, I know that you may or may not have done business with this person or their business before; in that case leave them a character recommendation. In other words say something about how helpful they were in answering your questions and how much you learned from them.

If done correctly the odds are very much in your favor that they will write you a recommendation as well.

While you're out and about, surfing the web you will no doubt come across an article or video that may be of interest to your connection, share it with them . Don't do this every day of course but by sharing things with your connections that will help them in their business they will come to see you as a valuable friend and will also help to keep you top of mind.

Step 4: Be A Connector

Over time you will, while growing the number of people you're connected to on LinkedIn, see opportunities to connect two or more of your connections. Do it. Do it as often as possible. This helps to establish yourself as a center of influence and goes back to you being a giver.

Other Services

I like the idea of being able to refer somebody in my social graph for everything, whether it's a plumber or an electrician, a chiropractor or a mechanic. Which is why I recommend that you use what you have learned in this post with as many different industry as possible. That way if your best friend mentions that he is looking for somebody who can paint his house, you know somebody. If you hear of a person, while standing in line at a grocery store, looking for a mechanic you know somebody.

Be a connector. Give.

Step 5: Don't Be A Single Serving Friend

Don't be on one day then off for the rest of forever. Relationships take time. I'm not talking about talking to every one of your connections everyday but intermittently you should pop your head in and say hi, virtually of course. Comment on their threads in LinkedIn groups, or even on their status updates.

Always remember to add to the conversation, never take away from. Give, give, give.

Conclusion

Yes, what I've outlined in this post will take time. But it's well worth it. Put it this way, it's much better to be connected with 20 people that send you referrals, than 1000 people that don't even know you exist. Build quality connections. Ones that are mutually beneficial and win-win. Remember, success takes work, success takes time; in other words put in the time required to be successful, along with the things that need to be done and success will be yours!

 

TV Newsman Barry Nolan Offers Media-Training Plus Media Coverage Program with Pirozzolo Company

Veteran newsman Barry Nolan and Pirozzolo Company are teaming up to offer a unique concept in media training for corporate and not-for-profit CEOs and executives – media training plus media coverage.

 Nolan-Pirozzolo clients get six hours of training in on-air media interview skills, plus an edited video to post on their Website or use for presentations. The media coverage includes a minimum of 36 major online media outlets such as Reuters, Market Watch, USA Today, major market TV news, and CNBC plus a news release distributed to the nation’s 900 biggest TV, newspaper and magazine decision makers.

“Executives master effective message delivery in a wide variety of real-world media situations,” explained Nolan. The media coverage focuses on getting the executives’ point of view across on an industry issue that impacts their organization. Topics include government regulation, public policy, the economy, climate change, small business financing, and international trade.

 An a la carte menu is also available.

 Nolan, a regular on CNBC and NPR, who has worked for ABC, Fox TV, and syndicated fare such as Hard Copy, added, “We help clients figure out how they differ from the chorus of voices that line up on one side or the other of a current issue and develop their own voice – one that distinguishes them from the pack and resonates with their customers and stakeholders."

                                                                                                                       TV  Newsman Barry Nolan

His decades of experience in news and programming, as well his work on Capitol Hill as a senior staff member of the Joint Economic Committee, gives him hard- earned insights into what it takes to be successful on TV, "We helped an anti-terrorism training expert respond to remarks by presidential candidates Rick Santorum and Herman Cain. With our help he was able to take timely advantage of a news event to get his message across on FOX TV.”

Pirozzolo Company founder Dick Pirozzolo said, "Most media training deals only with TV performance. Our approach identifies issues with which clients can ally themselves, shapes their message to support organizational goals, and helps the clients develop the on-air chops needed to make their point with real impact.” 

 Said Nolan, "If you channel surf the 24 hour news and business outlets on any given day, you will see corporate and not-for-profit organizational leaders in a variety of media settings: one-on-one interviews in studios, on-line conferences, live remotes from a satellite facility, ambush interviews on their doorsteps and at formal news conferences. Our clients get the training they need to handle every one of these situations with ease.”

 Nolan is quick to add, “I can give you a good argument for careful preparation in just two letters – BP. Tony Hayward spent his entire career at BP, but sadly for him, he will be most remembered for a two-second sound bite: 'I’d like my life back.' "

         Antiterroristm expert Todd McGhee of PHI at Fox 25

For details contact Pirozzolo Company at: 781-235-9911 or email dick@pirozzolo.com

 

 

Terror Expert Todd McGhee Speaks on Bombing Suspect Rezwan Ferdaus for Fox 25 in Boston

Todd McGhee has the knowledge to comment on antiterrorism methods in the US and has also acquired the on-air TV skills that make him a superb expert guest.

When Fox 25 needed an expert to comment on a recent terrorist threat, Todd McGhee appeared on the Boston TV outlet to comment on the arrest of Rezwan Ferdaus. Ferdaus is the Ashland, Massachusetts resident who was allegedly plotting to fly explosive-filled radio controlled aircraft into the Capitol and Pentagon.

McGhee is a 24-year veteran Mass State Trooper who served as a specially trained officer and trainer of the Anti Terrorism Unit at Boston's Logan International. In the wake of 9/11, Todd co-developed new anti-terrorism methods and training for Logan, TD Green Airport and the MBTA.

His company, Protecting the Homeland Innovations, has trained NYPD, Washington Metro, New Jersey Transit and other agency security people to spot, analyze and respond to behaviors that indicate a potential terror threat. In 2007 PHI became the only private firm to be approved by the Department of Homeland Security to train behavior analytics to federal grant recipient agencies.

 

Kim Carrigan interviews Todd McGhee on Fox 25.

For a clip of the broadcast please visit:

http://www.myfoxboston.com/dpp/morning/technology-and-terrorism-20110929

It’s been 10 years since 9/11.  Are we safer?

We’re being smarter about spotting potential threats by looking for and analyzing the kind of behavior that could spell trouble. Instead of relying increasingly on technology, we teach security people how to engage passengers in tactical dialogue – asking simple, friendly questions and looking for responses that could mean trouble – the poker player’s tell.

 What can the public do?

The slogan If you see something say something needs to go further. PHI is now working  with the transportation industry to educate the public on how to spot suspicious behavior and to report  activity that is out of step with the norm – the passenger who hangs back when everyone is in rush or carries bags into the baggage claim area at the airport. Trust your instincts and notify authorities, but do not alert the individual, advises McGhee.

 What about stopping the lone wolf terrorist?

Grass roots policing and responses by law enforcement are key. The lone wolf terrorists are individuals who are disconnected with society. It has nothing to do with relegion, they just want to belong to something and will find a nefarious cause to connect with. It's also a myth that people from a poor socio-economic background are more likely to become terrorists.

                  

                    Gene Lavanchy interviews Todd McGhee on terror threat and suspect arrest.

Make an Issue Out of It

OK, we can't give away the recipe for Toll House Cookies, but I wish journalists would probe PR people for insights into the issues that impact our clients' industries and their customers. 

After all, conflict over an issue is what reporters like to cover. From our client's perspective, a willingness to discuss the issues is a media door opener resulting on coverage that showcases the brand and its value.

Issues we've capitalized on to promote our clients include Dodd-Frank financial reform, climate change, the vanishing dream of home ownership and profiling. In every case, our clients' willingness to discuss these issues resulted in favorable coverage and won stakeholder support. 

Here's a story The New York Times covered because I dug into a worrisome issue and got out the truth.

When I represented the International Carwash Association, a lot of customers were blaming professional carwash owners for spotting their cars. I made hundreds of dead-end calls until I finally got through to an EPA scientist willing to talk about a virtually secret study on acid rain damage to automobile finishes.  

The scientist told me the acid-rain damage problem was not being resolved because the auto industry and paint manufacturers were at odds over reformulating the paint so it would resist spotting. When it rains, sulphuric acid washes out of the atmosphere and spots the finish. That's why new cars come wrapped in plastic. I put out the information on my interview with the scientist. The Times picked up the story, cleared up the matter and gave us a big boost by telling car owners that the best solution to acid rain is to, "wash it off." 

Despite the cliché about PR people hiding the truth, this is a prime example of how encouraging open and vigorous debate over conflict within an industry benefited both the client's industry and its customers. 

So reporters, please ask us, "What's the biggest issue within your industry right now -- what do people who make findelsnappers talk about and fret over when they are having a drink together at the annual findelsnapper manufacturers' convention?" 

The answers might surprise you.

Trust Me

Trust.  Isn't that what branding is all about? When you open a can of Campbell's Tomato Soup, you trust Campbell's to deliver on its promise: safety, flavor, consistency, value and the comfort-food experience we expect from this company.

West Coast crisis management guru, Joan Gladstone, agrees. She  was recently quoted in the leading Orange County lifestyle magazine OC METRO on  “The Power of Trust”.  

Gladstone, whose Gladstone International, Inc. (www.gladstonepr.com) specializes in crisis communications says, “Trust is the most essential ingredient of any business relationship. Without trust, companies jeopardize customer loyalty, sales, and referrals. Trust means delivering on promises, reassuring me that the experience you advertise will come true.”

And the penalty for a breach can be far-reaching today. It used to be that a satisfied customer told three friends and a dissatisfied customer told nine people. No more. “When I trust you, I’ll return," says Gladstone adding, ”If you damage my trust, I’ll use my social media networks and review sites to warn customers against you.”

And when asked about brands that violate trust, Gladstone said, “Typically, when trust is damaged or destroyed, it is a long-term process to repair. It’s not the same as taking out an ad or admitting a mea culpa at a press conference. You can’t just say, ‘I’m sorry.’ You need proof. What changes will you make in your organization? You have to show people. You can’t just make an empty promise.”

OC METRO identified five factors of trust: 

• Ability – does the brand deliver on what they promise?
• Concern – does the brand respect and care for customer and employers
•  Connection – what is the consumer’s personal relationship with the brand in terms of depth and duration
• Consistency – do the brands follow through and stand behind commitments
• Sincerity – are the brands candid, honest and open, with a value system that rewards loyalty?

In a consumer survey by OC METRO and local ad agency DGWB,  a number of national brands made it to the magazine's Trusted 16 list. They were: American Red Cross, Apple, Costco, Disneyland Resort, Nordstrom, Planned Parenthood,  Target Corp., Toshiba America and Wells Fargo.

Full story: http://www.ocmetro.com/t-CoverStory_Most_Trustworthy_Brands_MAIN__0611.aspx

Joan Gladstone, APR, has been named a PRSA Fellow for her lifetime achievement.

She can be reached at (949) 633-9900