|Transparency vs. TMI
We are living in the age of the “overshare,” with readily accessible information on the innermost thoughts and most mundane activities of seemingly everyone. Customers now clamor for transparency and authenticity from brands they use, but what does that mean? It’s easy to err on the side of too much information (TMI) if you try to fulfill a demand for transparency and authenticity without a plan. A great PR pro thinks through the reactions and consequences before jumping in on behalf of a brand.
Transparency, as referenced in the digital age, means that customers are now interested in your motivations and your actions as well as your product. Gone are the days where a simple press release could fix a misstep by a brand executive, for example. Now, if the “face” of your brand makes a public error, the customer expects not only a swift and open (“transparent”) public correction but also a deeper explanation about how and when you will fix the problem, and how you will keep the fix aligned to your values.
That’s right – the customer cares more than ever about a brand’s values now. We don’t mean in the near news cycle where so much brand messaging has become politicized – that’s a topic for a different article. Rather, every brand needs a core message and mission statement. Clearly articulated ideas about diverse topics ranging from minority representation in the workforce to handling automation’s impact on jobs are key to a brand’s success and sustainability (in fact, sustainability is another hot topic right now).
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This article was first published by Meltwater.com. A link to the original article follows the post.
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