Sunday, January 30, 2011

Reaching beyond the CEO

Building thought leadership with your expert employees

The CEO remains a trusted source, but employees with a technical background are even more credible according to the 2011 Edelman Trust Barometer. For PR and marketing professionals that are looking to engage with customers and external publics, this finding opens the door to a new group of ambassadors that can help engage with influencers.

The annual study presented this week at the World Economic Forum in Davos gauges attitudes about the state of trust in business, government, NGOs and media. The study found an interesting shift in who people trust. People who are likely to believe CEOs climbed to 50 percent from 31 percent last year. That means it may be time for CEOs to poke their head from out from under their shell.

Another development comes in the area of employees as a trusted source. For the first time the survey asked respondents about the credibility of technical experts within the company. A strong 53 percent report that they are likely to trust what comes from these informed experts. For PR people looking to build the depth of their thought leadership program it means that there is a new roster of credible spokespeople such as engineers and analysts. Because they are well-informed, they can be a strong source of authentic communication with reporters and community forums.

In my own PR and marketing work, I've found that technical experts are often more available and eager to speak to the media, write a blog post or speak at a conference. They may need a bit of training, but their energy helps overcome the lack of experience. Especially when I'm working on day-to-day community management that requires a quick and accurate response to a developing issue, internal technical experts are an effective source. I'm excited to see some evidence that these informed employees are also credible to external audiences.

PR teams can now confidently reach beyond the CEO when they need to develop spokespeople for corporate communications.

The short video below highlights some of the points made in the survey on this topic.




Disclosure: Edelman is my employer.

12 comments:

Mick Paul said...
This comment has been removed by a blog administrator.
ravi prashant said...
This comment has been removed by a blog administrator.
Friv4 Games Online said...
This comment has been removed by a blog administrator.
Deepali Patil said...
This comment has been removed by a blog administrator.
Tech Sports said...
This comment has been removed by a blog administrator.
jaipurescort4u said...
This comment has been removed by a blog administrator.
Surbhi Sharma said...
This comment has been removed by a blog administrator.
Qing Cai said...
This comment has been removed by a blog administrator.
Independent Hottest Girls In Jaipur said...

Escorts In Jaipur http://goo.gl/urA5JR
Call Girls Jaipur http://goo.gl/urA5JR

dong dong23 said...

coach outlet
louis vuitton handbags
adidas shoes
louis vuitton handbags
kobe bryant shoes
tods shoes
ralph lauren sale
louis vuitton
michael kors outlet clearance
adidas originals shoes
ralph lauren outlet
nike outlet store
coach factory outlet
ray ban outlet
oakley sunglasses
toms shoes
ralph lauren polo
instyler curling iron
abercrombie & fitch
coach outlet
jordan retro 3
oakley sunglasses
ralph lauren polo
coach factory outlet
tory burch outlet
michael kors outlet online
cheap jordan shoes
true religion outlet
lebron james shoes
polo ralph lauren outlet
lebron james shoes 13
true religion outlet
pandora jewelry
jordan shoes
adidas yeezy
louis vuitton handbags
longchamp handbags
nike air max 90
coach factory outlet
toms shoes
20167.16wengdongdong

Justin said...

Hello there my name is Joshua Davidson and I have been a land specialist and credit officer for right around 10 years. I have held occupations in Arizona, California, and Florida and am knowledgeable in verging on each advance sort. payday loans

Justin said...

Meeting all requirements for advances can be a troublesome undertaking when you have a careless financial record. Numerous borrowers have awful credit for one reason or the other - past missteps, work misfortune, and infection, just to give some examples. Cash Advance San-diego