All too often, the situation is portrayed as a “PR problem.” If the troubled person/company/institution could just get a new, improved image, everything would be OK. It’s not that easy. And PR usually isn’t the problem
These two notions – murmuration and the trust horizon – present two very different views of the world and represent a challenge to brand marketers. How will you respond to the next unpredictable shift in mass-market psychology, and how will your response encourage and strengthen your customers’ trust in your brand within the confines of an increasingly local “trust horizon”?
Too often during three-plus decades in PR I have replied to the “what do you do for a living?” query by taking the easy way out and answering, “oh, I’m in advertising.” No more. I hereby resolve to advance the cause of public relations through any and all legitimate means.