TRUST SIGNALS

A manual explores how public relations can unify brand communications effectively across multiple channels to build trust.

According to Baradell, the public relations industry, which has traditionally focused on getting coverage in the mainstream news media, has “struggled” because of dramatic changes in the media landscape. What used to work doesn’t work now. Arguing that the purpose of media coverage is to build trust with customers, prospects, other stakeholders, and the public and that media coverage alone is no longer enough, he proposes a new definition of PR: “the art of securing trust at scale.” The book is divided into two sections: “Understanding Trust Signals” and “Building Your Brand With Trust.” The author describes trust signals as “points of evidence” that inspire confidence in a brand, such as reviews, endorsements, seals of approval, and a positive user experience, with examples of how people utilize them in everyday life. The first three chapters provide an overview of key concepts, and the next several examine each idea in more detail. Each chapter opens with three “Top Takeaways” that summarize the main ideas. Baradell’s expertise is evident in his clear and knowledgeable explanations of all aspects of brand communications, including website user experience; getting and responding to reviews; inbound marketing; working with influencers; search engine optimization; getting and leveraging media coverage; social media; market research; reputation management; and thought leadership. The author supports each topic with plenty of facts, statistics, and graphics; provides real-life examples; and points out potential pitfalls. Unfortunately, the two-part structure results in some repetition. In addition, a few terms are introduced before they are defined, and many of the examples are taken from the author’s own PR agency. But the writing is straightforward, engaging, and convincing, with references that range from Fred Flintstone to T.S. Eliot. The book delivers numerous practical tips and a crash course in marketing and communications for any business owner and offers an abundance of new ideas and inspiration for PR and marketing professionals.

A clear, persuasive guide to creating and implementing a compelling brand communications program.