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Hill & Knowlton's Take on Communicating Corporate Character
By: Doug Bedell
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friends and family on who to do business with these days. That means, says Andy Weitz, of Hill & Knowlton, that consumers are "looking for the equivalent of a personal connection" in their shopping choices. Which adds up to a firm being demonstrably trustworthy and accommodating in its dealings with the public.

"Brand, reputation and behavior cannot be managed independently," Weitz advises, "because they have a collective impact on the public...Thus, the success of companies is contingent upon how consistently and authentically they communicate character to the public. Any disharmony in these communications streams — any imbalance — can severely damage public perceptions of a company." 

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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