By Jan-Patrik Frohn, Alpha & Omega PR
Digitalisation has essential influence on nearly every aspect of daily life. In communication, consumption, love or traditional economy – digitalisation changes our life everywhere. In times in which everyone with access to the internet can virtually become a medium of communication him or herself, the Edelman Trust Barometer has now investigated in how far our trust in the media changes.
Trust is a precious commodity, if not the most precious one. This counts for personal relationships as well as for the social level. Trust is a connector, the social link within a population. Trust in the government, in institutions, in media and corporations. Particularly media is in a democratic society an opinion former not to be scoffed at. Still, media represents a window to the world for the average citizen. Through media, he informs himself about the world affairs and is partially influenced in his judgement about certain events as well as about products and services.
The most recent Edelman Trust Barometer investigates in how far society trusts the media. Who is ranked highest in the prerogative of interpretation? Are the ‘new’ forms of media like social media and search engines catching up? And how does this influence Public Relations? Do we need new communication strategies?
Traditional media lose their significance
The study proves that the use of media changes slowly, but steady. Even though 74% of the interviewees still state that they use the TV several times a week, securing continually the top position for the TV, there is a change concerning the following positions. The second position is occupied by search engines, 70% use these several times a week. The third one is occupied by social media, used by 54%. Most noteworthy appears to be the following result: Newspapers and the radio suffered a severe loss of trust and occupy positions four and five with only 51% and 40% respectively. A blow below the belt for traditional journalism, whose downswing proceeds undamped.
Brief interjection: Blogs are made bigger than they really are – only 15% access them repeatedly in a week. As an opinion former, they are merely of marginal importance for the whole society.
These results illustrate that the usage of media diversifies perceptibly. There is not a single media anymore, which stands alone as representative for a window to the outside world, as the TV has done before. Nevertheless, it appears to be as follows: A bigger variety entails something good. The consumption of different forms of media allows more freedom because various considerations with different focuses, opinions and conclusions can be taken into account. However, everyone is urged to develop an own opinion out of the mass of display formats, which makes him more responsible and particularly more differentiated. Therefore, the currently developing variety thoroughly shows potential for something positive.
Now back to the research: Possibly the most surprising result of the barometer is that corporation media gained trust notably in one target group, namely the Millennials (Generation Y). Considerable 43% trust corporate news, 10% more than people of the general population. This illustrates the increasing reputation of companies. Particularly with reference to the loss of trust of traditional forms of media, this circumstance clarifies that companies should increasingly address their target groups directly and furthermore, that the usage of journalism becomes more and more accidental. Even though journalists are still important multiplicators, who are able to grant their messages the necessary relevance as well as seriousness due to their assumed objectivity, the outcome of the research indicates that corporations could and should distribute news discretely and concertedly. The consumer trusts and believes in these messages, which is why this resource should be used to full capacity.
Global One Communication supports your company in the selective development and distribution of messages so that the firm itself will be perceived as resource for informative and relevant content.
On the 5th September, 2016, in Berlin, GOC officially welcomed 2 more agencies: the network now includes the Danish agency FrontPage (http://frontpage.dk) and the Turkish agency Savana (www.savana.com.tr).
Here, you can see the team during a visit to the German Reichstag after the meeting. From left to right: John Settino (The IPR Group, Canada), Charly Lammers (LVTPR, Benelux), Kirsten Dinesen (FrontPage, Denmark), Doug Hunter (Dimoso, UK), Tuğba Yazıcı (Savana, Turkey), Simon From-Poulsen (FrontPage, Denmark), Karolien (LVTPR, Benelux), António Eduardo Marques (AEMpress, Portugal), Costanza Passeri (Dimoso, UK), Fabrice Vicenty (Oxygen, France) and Oliver Schillings (Alpha Omega PR, Germany). The picture was taken by Laura Büchler (AO PR, Germany).
By John Settino, iPR Group
That in the proverbial nutshell is what we do.
Those in PR will understand that explaining what we do to friends, family and even prospective clients, who aren’t intimate with the ways of the PR world, can be a challenge.
Such was the case when I coincidentally found myself on a streetcar ride with my daughter’s fourth-grade class on their way to a field trip. I was peppered with questions about where I work and what I do – apparently The iPR t-shirts I got my girls as a gift weren’t doing the trick.
So after about 10 minutes of trying to explain our raison d’etre – one of my daughter’s friends piped up and said – You’re a business that helps other businesses get more business – shout out to Sloane.
I think it may be time for that heading to find a place on our website. Some people have trouble with exactly what PR does for a business but ultimately it helps to drive more business. How that happens is many a splendid thing. Check out the Impact page on our website which lists what we do.
My long time mantra, courtesy of a former colleague, has been, “We’re all in sales.”
And while I don’t plan to give that line up anytime soon, don’t be surprised if your next iPR proposal starts with… A business that helps other businesses get more business.
by Michael Hatemo, Alpha & Omega PR
Nowadays portals for employers are an important research tool for jobseekers.
Platforms like Kununu store field reports of (ex-)employees which differ from the ideal world image of the company homepages. Of course there are positive things. But one can also read that there is an atmosphere of fear in department XY or that corporation ABC holds onto incrusted hierarchical structures. How should employers react to these assessments?
On the leading platform companies can establish an account and charge it with a self-portrayal. Photos support the image, videos deliver insight into various departments and staff members have their say. A short text further describes the company.
This structure is classical. However, mostly only larger companies have an account (Perhaps it is too expensive). The bigger part only has assessments. And these are the centerpiece on employer portals. On Kununu the ratings are divided in: employer-, application- and training assessment. Various aspects like the boss, colleagues and the atmosphere can be rated by giving stars (1=bad, 5=great). The company can release a statement about every evaluation.
The majority does not comment on evaluations
By trend it is to say, that mostly companies with a poor rating (below an average of 3 stars) answer. Perhaps they want to put themselves back in perspective or they want to communicate transparence and modern feedback-culture.
In general, answers by a company are an exception. These turn out differently: A majority reacts demure and clinical and offers the possibility of a personal dialogue to resolve differences. Some become emotional and justify themselves for certain aspects or they cannot reenact the critique at all. Others kind of dissect the assessment and go into every aspect.
There is no panacea
However one is going to react, there is no silver bullet and every company has to decide for itself how to proceed. Kununu advises to be responsive to the assessments, to stay clinical and to provide conversations. Nevertheless, one might wonder which interest an ex-employee has in such an opportunity. And the one who is still engaged in the corporation wants to see changes in basic aspects like the layout of workspace or improvement in ways of communication. Therefore, the people in power should insert their resources here. A reaction to the assessments still has positive effects: It signals the willingness to change something and to be aware of the problems. Furthermore, the company shows that every (critical) voice is heard and taken seriously. And this is what every contributor wants.
AppLovin, a mobile marketing platform that provides automation and analytics for brands that want to reach new consumers on mobile, appoints Global One Communication as part of its international growth strategy
AppLovin has appointed Global One Communication, a network of independent PR agencies to raise its profile and awareness in Europe.
AppLovin’s platform enables brands to use real-time data signals to make effective marketing decisions across more than one billion mobile consumers worldwide.
AppLovin, a US-based company that is expanding globally, appointed A&O PR in Germany and Dimoso in the UK to highlight AppLovin’s international customers and partners and to showcase the benefits brands can achieve using the platform’s advanced algorithms that help them track, measure and optimise individual campaigns in real time.
Global One Communications’ combined PR team in the UK and Germany will profile the company’s senior executive team, including Co-founder and CEO Adam Foroughi, MD EMEA Johannes Heinze, and UK MD Simon Spaull as well as its extensive list of clients which includes Disney, Walmart, CBS, Pandora, Hotels.com, Deezer, ZipCar, King, Deliveroo, Wooga, and Lebara.
“We wanted to work with GOC because the network provides agile and flexible support, senior level staff and a consistent approach for our key markets in Europe. We look forward to working with the GOC team to showcase our work locally,” said Katie Jansen, CMO of AppLovin.
Antonio Marques, President of Global One Communication, added: “AppLovin is a company that is leading the market as a platform of choice for some of the best brands in the World. We are thrilled that our Global One agencies have have been selected by AppLovin.”
AppLovin's marketing platform provides marketing automation and analytics for brands that want to reach new consumers on mobile and Apple TV apps. The platform enables brands to use real-time data signals to make effective marketing decisions across more than one billion mobile consumers worldwide. AppLovin has about 100 employees and is headquartered in Palo Alto with offices in San Francisco, New York, London, Beijing, Tokyo, and Berlin.