The World’s Volatile, Uncertain, Complex and Ambiguous. So … How is your organization going to thrive?

by Public Relations

Spend five minutes watching broadcast news or scrolling social media feeds and there’s little doubt the world is becoming increasingly volatile, uncertain, complex, and ambiguous (VUCA). For organizations and those driving communications, this reality presents challenges … and opportunities.  While technology – including AI – functions as an accelerant, it’s people, judgment, and decision-making that will ultimately determine who’s able to thrive in our VUCA world. Information is always imperfect and traditional linear problem solving is simply inadequate for dealing with today’s complex, non-linear issues.

Several recent studies — including those from Edelman, The Commission on Public Relations Education, and Future of PR/Comms and their Social Value  — highlight the importance of critical thinking and effective decision-making in public relations.

And while business publications are filled with ideas and life hacks about making the most of uncertainty, a little-know, often misunderstood military strategy that was developed four decades ago by a maverick fighter pilot may well hold the key to most VUCA concerns. Air Force Col. John Boyd, sometimes called American’s greatest military thinker and strategist, developed a comprehensive theory of warfare known as the OODA Loop. It describes the ongoing cycle of observation, orientation, decision, and action that commanders and organizations should engage in to gain an advantage over rivals. The OODA Loop has been adopted by militaries around the world, and it’s also used in business and other fields.VUCA

Boyd’s theories – which our firm has embraced — depart from linear problem-solving, instead embracing the intricacies of complexity. By recognizing the multifaceted nature of challenges, Boyd’s decision-making process promotes distributed leadership and involves orchestrating interactions and collaboration among diverse elements. These can enable organizations to respond nimbly to evolving contexts and foster innovation.

Collectively, Boyd’s concepts focus on outmaneuvering opponents. He argued that the best way to achieve victory is by thinking and then acting more quickly than rivals. These skills are essential for today’s professional communicators and marketers. Every competition, conflict, controversy, crisis, and even relationship is, by nature, uncertain. The OODA Loop can help public relations professionals make better decisions and act more quickly and effectively in even the most complex, uncertain environment.

Email Mike Cherenson to schedule an appointment and learn how to thrive in today’s VUCA world, mcherenson@successcomgroup.com.

Revolutionizing the World: How AI platforms are shaping the future

by Online StrategyPersonal InterestUncategorized

10 ways to utilize ChatGPT today

Artificial Intelligence (AI) isn’t new – and it’s been impacting our economy, society, and culture for years. Some of the most frequently utilized tech tools, including virtual assistants like Siri, Alexa, and Google Home and recommendation systems used on streaming services already integrate AI.

 

What’s new is the power, ease, accessibility, usability, flexibility, integrability, and approachability of open AI tools like ChatGPT (Generative Pretrained Transformer) from OpenAI and Bard from Google. Both are chatbots that take a more “human-like” approach and have a strikingly wide range of applications.  Thanks to these advances, more than 2000 new AI tools have been launched during the past 30 days.

 

Certainly, there are legitimate and serious economic, ethical, accuracy, and social concerns related to AI. That said, the reality is that AI won’t be going away, so we need to prepare ourselves for what’s to come.  As Darwin said, “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”

 

Used properly and ethically, artificial intelligence has the potential to become an integral part of our problem-solving process.

 

My contribution to this discussion isn’t my AI expertise — quite the opposite, in fact. Rather, I can only offer my readiness to learn. And with that said, here are 10 ways I’ve attempted to integrate ChatGPT and Bard into my work and life:

 

  1. Research, ranging from simple questions to detailed data dumps. I’ve used it to help explain complex topics and make sense of data I’ve pulled from various sources.
  2. Validate work, asking it to review content to align messaging and information.
  3. Simulation role play, to identify different perspectives and outcomes
  4. Enhance engagement and outreach, to discover new influencers, partners, and collaborators.
  5. Plan, from developing checklists to travel plans.
  6. Generate ideas, helping to spark strategies and action.
  7. Create content, offering both updates and enhancements.
  8. Jump-start a project, offering tips for assignments or tasks.
  9. Broaden my perspective, through prompts enabling me to “dialogue” with defined characters.
  10. Train, test, and quiz with specific prompts

 

What can be accomplished with AI is limited primarily by our creativity in generating effective prompts, as well as by the accuracy of available information and by the ethical questions that have already begun to arise.

 

For those organizations that may wish to benefit from our initial experiments with AI, we’d be happy to discuss – just reach out to us at scgadv.com

What do your stakeholders value … and can it predict their behavior?

by AdvertisingMarketingPublic Relations
Image courtesy of the European Commission, Joint Research Centre

 

Given the rise in polarization and misinformation across society, a refined understanding of values is more meaningful than ever before. There’s minimal confusion about the fact that how we interact with the world is driven by what we value and identify with. But, it’s important to realize that because values also trigger appreciation of certain behaviors and distaste for others, an awareness of them can be an effective tool in helping organizations solidify relationships with key stakeholders.

 

A recent report by the European Commission, Joint Research Centre provides a unique look at values and identities and their impact on decision makers and communicators. The report also provides a powerful tool to map values and identities. The map helps marketers and communicators understand value tensions that impact communications, while identifying stakeholders and what motivates them.

 

The report notes:

 

  • “Values are a blend of biological and evolutionary factors coupled with individual and societal histories. Values are highly stable at the individual level and are mostly shaped by life conditions during childhood, adolescence, and early adulthood through the influence of parents, neighbors, friends, and schools.”

 

  • “Personal identity is based on a person’s values, experiences and knowledge, and is mostly perceived to be unique. The relevance of personal identity for policymaking comes from the argument that values are at its core, therefore, when one’s values are threatened, it is also true that the sense of self is threatened.”

 

  • “Social identification can shift a person’s behavior to align with the group by ascribing characteristics, values and qualities of the group to the self and depersonalizing one’s personal identity. Identification of oneself and others into various social groups is human nature. Belonging to a group is a source of self-esteem and distinctiveness. The identification with a group can be an advantage for working together but can also be to the exclusion of others, as seen in many political conflicts of our time. The identification with one group often leads to a reduced willingness to interact and share with others and to perceive others as less positive.”

 

Understanding values and identities enables us to shape research and the gathering of information; accurately assess situations; check assumptions about publics and perceptions; and identify, prioritize, and understand key publics well beyond traditional demographics, geography, and identifiers. Communicators and marketers can utilize this research to develop more targeted messaging, while selecting a spokesperson who will be most appropriate for achieving desired outcomes. And, speaking even more broadly, a full awareness of values and identities can lead to the creation of increasingly effective communication goals and strategies.

Panic Rules (1600 x 800 px) (1)

DOES YOUR ORGANIZATION HAVE PANIC RULES?

by Personal InterestPublic Relations
11 Rules for Making Better Decisions and Alleviating Panic in the Ranks

We live in fast-paced, uncertain, complex, polarized times … which frequently require decision-making under challenging circumstances. Regardless of the situation at hand – and whether it’s mundane, or truly life-or-death – how one responds is under that individual’s control.

 

As a public relations firm with more than 60 years of experience dealing with crisis and conflict in a wide variety of industries and sectors, we at SCG Advertising + Public Relations are convinced every organization needs a process for complex decision-making and dealing with “moments of truth.”  Does your group have panic rules?

 

The NFL’s Los Angeles Rams do, and they use them to guide on- and off-the-field decision-making. Team General Manager Les Snead recently explained panic rules during an interview on the Daily Stoic podcast. Snead based the rules in question on Stoicism, a school of philosophy that originated in ancient Greece and Rome. It’s a life philosophy that seeks to maximize positive emotions, reduce negative emotion, and help individuals to hone character virtues. Podcaster, author, and speaker Ryan Holiday has recently shone new light on Stoicism via his Daily Stoic brand.

 

So, from the Stoics, here are 11 basic panic rules.

ANTCIPATE

“The man who has anticipated the coming of troubles takes away their power when they arrive.” – Seneca

DON’T FEAR CHANGE

“When we are no longer able to change a situation, we are challenged to change ourselves.” – Viktor Frankl

CHALLENGE IS OPPORTUNITY

“A gem cannot be polished without friction, nor a man perfected without trials.” – Seneca

WHEN IN DOUBT, DO THE RIGHT THING

“If it is not right, do not do it, if it is not true, do not say it.” – Marcus Aurelius

ACTION SPEAKS LOUDER THAN WORDS

“Don’t explain your philosophy. Embody it.” – Epictetus

FIND CALM, TAKE PAUSE, BREATHE

“It is essential that we not respond impulsively… take a moment before reacting and you find it easier to maintain control.” — Epictetus

STAY FOCUSED

“He who is everywhere is nowhere.” – Seneca

BE COURAGEOUS

“The first rule is to keep an untroubled spirit. The second is to look things in the face and know them for what they are.” – Marcus Aurelius

PREPARE TO BE BOLD  

“More is lost by indecision than wrong decision. Indecision is the thief of opportunity.”— Cicero

INACTION CAN BE THE BEST ACTION

“You always own the option of having no opinion.” – Marcus Aurelius

SEEK COUNSEL, ASK FOR HELP

“Don’t be ashamed to need help. Like a soldier storming a wall, you have a mission to accomplish. And if you’ve been wounded and you need a comrade to pull you up? So what? – Marcus Aurelius

 

The concept of panic rules goes well beyond simply navigating conflict. It provides a reliable framework for addressing key business, ethical, and social issues. As Stoic philosopher Cicero said, “Glory follows virtue as if it were its shadow.”

Click here for a helpful graphic of the panic rules.

 

Dillon Del Rosso

Boonton resident named to senior sales post by SCG Advertising + Public Relations

by SCG NewsUncategorized

Parsippany-based agency hires Dillon Del Rosso to support new business development

Sales background with NFL’s Jets, University of MarylandDillon Del Rosso

 

PARSIPPANY, NJ (Oct. 27, 2020) – Boonton resident Dillon Del Rosso has been named Vice President, North Regional Sales by the Parsippany-based communications agency SCG Advertising + Public Relations.

 

Del Rosso – who joins SCG from a premium partnership sales post with the National Football League’s New York Jets, in Florham Park – is responsible for supporting new business development efforts, with an emphasis both on advertising and public relations, including social media.

 

“In the agency environment, growth is in large part based on the ability to consistently develop new client relationships,” explains SCG Executive Vice President Michael Cherenson. “This will be Dillon’s focus, and we’re confident he’ll establish and cultivate the individual relationships that are the hallmark of successful business development efforts.”

 

A graduate of Misericordia University, Del Rosso also has professional business development experience with the Aspire Group at the University of Maryland. At Misericordia, Del Rosso played baseball for four seasons. A long-time northern New Jersey resident, he graduated from Hopatcong High School in Hopatcong.

 

About SCG Advertising + Public Relations

Founded more than half a century ago, SCG (Success Communications Group) provides 21st-century communication services highlighted by creativity, passion, and innovation. With specific expertise in advertising, marketing, public relations, social media, digital marketing, and recruitment, SCG is headquartered in Parsippany, NJ, with regional offices in the metro areas of Philadelphia, Atlanta, San Diego, and Tampa.

Additional information is available at www.scgadv.com, as well as on Facebook and Twitter.

 

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A Blueprint for Mitigating Dis-information

by AdvertisingMarketingPublic Relations
Mitigating Dis-information
Click for pdf version.

From the early days of the coronavirus pandemic, public health officials at all levels were quick to identify mis- and dis-information as legitimate threats to public health. Several utilized the term “infodemic” to illustrate how the spread of false information was akin to the spread of the actual virus. Given the media landscape and our hyper-connectivity via social, digital, and mobile media, the analogy is entirely appropriate.

 

The pandemic – along with sophisticated information warfare campaigns by foreign actors like Russia and China — has helped shine an important light on the considerable dangers associated with the spread of false information. These include mis-, dis-, and mal-information, as well as conspiracies; they’re not new and the threats they pose will outlive the pandemic. Our upcoming election is sure to amplify the problem. Though mis-, dis-, and mal-information are all related to the spread of harmful information, they each are separate and distinct. However, each serves to undermine trust, erode communication channels, and significantly disrupt our democracy, economy, workplaces, and communities. Basically, they attack our entire way of life.

 

  • Mis-information is false information, though not created with negative intent
  • Dis-information is false information specifically created to harm a person or group
  • Mal-information is information based on reality, but used to inflict harm on a person or group

 

While these threats and their proliferation are well-studied and defined, there isn’t a clear consensus on how to address them most effectively. Organized and proactive disinformation campaigns typically involve detailed research, planning, and targeting. Further, all forms of mis-, dis-, and mal-information – even the basic rumor mill – include a process of seeding, sharing, and amplification. These various phases represent ideal opportunities for mitigation and management.

 

Just as viruses constantly mutate, so does disinformation. Sources and breeding grounds range from geopolitical rivals to a former employee with an ax to grind, and from those with complex motives to those simply looking for a malevolent adrenalin rush.

 

Government and media reform are essential … but they’re not assured. So, organizations and individuals must identify tools and tactics independent of institutional change. Further, the actions of individuals are essential elements in the proliferation of all forms of false information and so must necessarily be the centerpiece of any mitigation plan.

 

Leaders of organizations, and others specifically tasked with addressing false information — including public relations professionals, human resource professionals, and lawyers – need to look beyond their traditional “toolboxes” and consider new mitigation tactics based on the behavioral sciences. As noted by Edward Bernays, father of public relations and nephew of Sigmund Freud, those who understand the group mind are able to manipulate behavior … without those who are being manipulated even realizing it.

 

When information “tastes good” and is repeated with sufficient frequency, some will believe it – regardless of whether it’s accurate. Those tasked with dealing with mis-, dis-, and mal-information must have a thorough understanding of these illusory effects if they wish to successfully mitigate and manage.

 

Tools and Tactics for Organizations

 

Foundational Elements

  • Understand the source. A long, complex list of behavioral, political, economic, communication, and media issues impact the formation and proliferation of dis-information.

 

Key Elements Organizations Must Consider

  • Ability and motivation to understand, prepare, and plan for the threat will ultimately define successful mitigation.
  • Understanding the value of the organization’s intangible assets, like reputation, trust, and brand, will impact mitigation. Trusted organizations with strong reputations generally have the durability and resilience to resist attack, thanks to their intangibles.

 

Essential Tools for Mitigating Dis-information

  • Real-time listening and monitoring to quickly identifying false or misleading information.
  • Robust communication infrastructure, processes, and channels, along with skillful professional counsel and support.
  • Firmly established codes of ethics and a commitment to transparency.

 

Tactics for Mitigating Dis-information

  • Organizations should use their voice and proactively encourage key publics to pause, even briefly, to consider and/or verify the credibility of information before sharing it via social media. Akin to a public service announcement, organizations should simply remind people to “Take 5 ” before sharing. In addition, social media channels like Facebook and Twitter might consider specific, “pause to consider” messaging.
  • Message intervention through pre-bunking, attitude inoculation, de-bunking, and fact-checking.  While widely used, fact-checking simply can’t keep up with the volume of disinformation. Pre-bunking and attitude inoculation are shown to be effective at building immunity and reducing susceptibility to dis-information. De-bunking and fact-checking should utilize detailed messaging to counter false claims.
  • Continued use and development of the online gaming tool Bad News, which has proven effective at inoculating players against fake news and mis-information. 
  • Activate credibility boosters like partnerships with trusted third parties, community relations efforts, and thought-leadership programs that enhance credibility and increase resilience in the face of an attack.
  • Messaging that is clear, consistent, and concise, and which incorporates stories and visuals. Be mindful not to highlight false claims and consider using the “truth sandwich” – begin and end with the truth and avoid overemphasizing the falsehood (never share false claims without clarification). And, because voids of information provide an opportunity for disinformation, limit voids.
  • Particularly when dealing with more susceptible publics, activate and support recognized media literacy programs to help create a less fertile environment for dis-information campaigns.

 

Limiting the spread of misinformation, through pre-bunking and other measures, also helps decrease exposure to dubious claims at the core of many conspiracy theories.

 

The potential results of a successful mitigation effort are many, and the ultimate goal is enabling key publics to make more informed decisions.  This said, organizations need to recognize that there are limitations to what can be accomplished. Total elimination of all sources and adversaries isn’t plausible.

 

No matter their mission or size, organizations are potential victims of dis-information, either by a direct attack or a shockwave from larger attacks. As the keeper of intangible assets, public relations professionals – especially those who understand the entire paid, earned, shared, and owned media environment – are ideally positioned to direct planning and mitigation efforts.

 

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Click here for a pdf copy of the infographic above

Click here for a jpeg of the infographic above

 

 

All Levels Of Education Sector Must Invest In Relationships, Reputation To Battle Coronavirus Disruption

by AdvertisingBrandingCommunity AwarenessEducationHuman ResourcesPublic Relations
The loss of life – as well as health and safety issues – remains the primary issue when talking about the coronavirus pandemic. That said, economic and societal disruption cannot be ignored.  The education sector, from pre-school to our higher education institutions, finds itself in the direct path of the storm and needing to prepare for the next waves.education battle coronavirus disruption

 

The action plans required to navigate the new-normal are extensive and detailed, and emphasis should rightly be placed on instruction and learning, technology, infrastructure, and financial considerations. None of those issues, however, will matter if schools can’t sustain meaningful relationships with their long list of publics. Parents and students are more tolerant of change and disturbances if they have trust.  Educators and staff are willing to go the extra mile if they have faith. Partners and suppliers are more open-minded if they believe a school is credible. Individuals and institutions are more giving when they have confidence.

 

Senior educational leaders will undoubtedly spend the next few months discussing important, tangible assets that ensure the delivery of education, but how much time will be spent on intangible assets like reputation, relationships, and brand?

 

Important Intangible assets

 

Intangible assets – like reputation, relationships, and brands — will first be defined by behavior and then by communication. Every organization must accept that it operates with the permission of those it serves, including students, parents, employees, regulators, partners, and a lengthy list of others. Moving forward, every action and behavior must be focused on earning and maintaining permission and trust to operate.  In the end, reputation is a simple formula: EXPECTATION + CREDIBILITY. Organizations must meet or exceed expectations and achieve credibility by doing what they say they will do in all facets of the organization, down to the very smallest detail.

 

When it comes to communication, every organization must fortify its antenna to become more effective at listening, and more attentive to relevant sights, sounds, and sentiments. They must accept and communicate vulnerability and values and give power to their conscience, ethics, and empathy, thus empowering others to act. They must speak clearly, consistently, and honestly across all platforms – paid, earned, shared, and owned. Communication must be systematic, process-driven, proactive, and reactive, and also reach to all ends of the organization, both internal and external, prioritizing those directly impacted first … but realizing that information spreads.

 

There will be bumps along the way, and some may ignite a frenzied response from the media. The industry should also anticipate government, legal, and consumer actions, along with dis-informational attacks. And all of this will negatively impact reputation and the bottom line.  Schools must soon identify and cultivate third-party advocates to speak on their behalf, quickly knock down misinformation, and employ attitude inoculation or pre-bunking techniques.

 

When it comes to maintaining and building intangible assets like relationships and reputation, there’s no magic solution. Instead, taking appropriate steps now will ensure an organization’s ongoing viability. Bottom line: educational leaders must prioritize investment in intangible assets and the professionals who manage them if they hope to survive and ultimately thrive in the post-coronavirus world.

 

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Related blogs:

 

contact tracer people

For Hiring The Contact Tracers Who Monitor The Spread Of COVID-19, New Entity Launched

by Contact TracingHuman ResourcesRecruitment AdvertisingSCG News

“ContactSCG” unveiled by New Jersey-based SCG Advertising + Public Relations

ContactSCG

 

 

 

 

 

PARSIPPANY, NJ (April 30, 2020) – Government agencies, non-profits, and private industry all are expected to hire upward of 300,000 health detectives – known as contact tracers – to identify and interview individuals who test positive for the virus and then trace those they’ve recently been in contact with. The Centers for Disease Control (CDC) and other experts have expressed the belief that contact tracers will be integral to preventing a second wave of the virus.

 

In 2003-2004, contact tracers played a key role in defeating SARS, and are used regularly by health departments around the world to combat HIV, measles, H1N1, and even Ebola.

 

Among those companies and organizations already active in the burgeoning contact tracing technology sector are a partnership between Apple and Google,  Bloomberg Philanthropies, Contrace, and Partners in Health. In addition, several former health officials are calling for contact tracing support to be prominently featured in the next coronavirus aid package.

 

Beyond the tools, technology, and skills employed by contact tracers, quickly hiring hundreds of thousands of skilled investigators will be a challenge. To help organizations meet this challenge, the highly specialized recruitment advertising division of SCG Advertising + Public Relations has launched a dedicated unit called ContactSCG to focus on helping organizations market and hire contract tracers. The 60-year-old, New Jersey-based firm – with offices in Atlanta, Philadelphia, California and Florida – has, for decades, provided talent acquisition and recruitment advertising strategy and services to a wide range of healthcare, government, first responder, and non-profit clients.

 

“This is an astounding number of potential openings for a job that until now hasn’t even been researched by the Bureau of Labor Statistics,” says Mike Gatta, SCG’s vice president, national development. “It’s a major recruitment challenge for all 50 states, 16 territories, and thousands of local health departments – not to mention large corporations that may want their own to ensure the safety of their employees.”

 

Gatta notes that SCG has extensive experience in recruitment marketing, handling millions of jobs in all industries, including healthcare and government. By using the PESO model of Paid, Earned, Shared and Owned media, the agency has the tools to work with marketing and HR departments to quickly scale up and deliver results.

 

SCG’s recruitment marketing campaigns include a broad range of tools, including job-posting optimization for aggregators; digital and mobile strategies that include the Web, social, and shared media; and sophisticated programmatic advertising. Also featured are broadcast, out-of-home, and other traditional forms of advertising, plus diversity efforts, public relations, influencer outreach, special events, and including virtual job fairs. SCG is currently an approved vendor for government entities across the nation.

 

For more information, visit our website and contact Mike Gatta, Vice President, National Development at mgatta@scgadv.com or call (856) 795-7391 ext. 149 or Michael Cherenson, EVP Public Relations at mcherenson@scgadv.com or call973-597-5104 or 973-919-6228.

 

 

About SCG Advertising + Public Relations

Founded more than half a century ago, SCG (Success Communications Group) provides 21st century communication services highlighted by creativity, passion, and innovation. With specific expertise in advertising, marketing, public relations, social media, digital marketing, and recruitment, SCG is headquartered in Parsippany, NJ, with regional offices in the metro areas of Philadelphia, Atlanta, San Diego, and Tampa.

Additional information is available at www.scgadv.com as well as on Facebook  and Twitter.

 

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Care Facilities That Serve The Most Vulnerable Have Essential Frontline Duties, Long-Term Problems

by Community AwarenessPublic Relations

Care FacilitiesThe coronavirus death toll at long term care facilities – which includes nursing homes, assisted living, and other, related facilities – is currently approaching the tens of thousands, with numbers likely to rise further. New Jersey and New York are among the hardest hit by this devastation. Numbered among these staggering losses have been several high-profile cases involving misconduct and bad actors, and these will taint the entire industry for years. And, as a result, government at all levels has taken action, the media is shining a bright light on misdeeds, and a consumer backlash is certainly coming.

 

Loss of life is not unique to long term care facilities, and the entire healthcare continuum is faced with challenges that include shortages of PPEs, tests, and staff.  Despite all the pain and suffering, the vast majority of frontline workers at long-term care facilities deserve our appreciation, support, and praise.

 

The loss of life – as well as health and safety issues – are the primary concern, but economic viability and reputational issues cannot be ignored.  While many facilities benefit from sound public relations planning and counsel, others have simply dropped the ball. Even those with a plan now find themselves dealing with an unprecedented storm. As boxer Mike Tyson often said, “Everyone has a plan …  until I punch them in the face.”

 

As many understand, the reputation and integrity of the industry will first be defined by its behavior and then by how it communicates. Every facility must accept that it operates with the permission of those it serves, including residents and patients and their families, employees, regulators, other healthcare providers, and a lengthy list of others. Moving forward, every action and behavior must be focused on health and safety and earning and maintaining permission and trust to operate.  In the end, reputation is a simple formula:  EXPECTATION + CREDIBILITY. Organizations must meet or exceed expectations and achieve credibility simply by doing what they say they will do in all facets of the organization, down to the very smallest detail.

 

When it comes to communication, every organization must fortify its antenna to become more skillful at listening, and more attentive to relevant sights, sounds, and sentiments. They must accept and communicate vulnerability and values and give power to their conscience, ethics, and empathy, empowering others to act. They must speak clearly, consistently, and honestly across all platforms – paid, earned, shared, and owned. Communication must be systematic and process-driven, proactive, and reactive, and also reach to all ends of the organization, both internal and external, prioritizing those directly impacted first … but realizing that information also spreads.

 

The loss of life has created a media frenzy, and the industry should anticipate second and even third waves of government, legal, and consumer action, as well as continued dis-informational attacks by the outrage industry. And all of this will negatively impact reputation and the bottom line.  Companies must soon identify and cultivate third-party advocates who can speak on their behalf, quickly knock down misinformation, and employ attitude inoculation or pre-bunking techniques.

 

Like the virus itself, there is no magic cure for reputational issues. But, taking appropriate steps now will ensure your organization’s viability.

 

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BREAKING — STUDY SAYS PEOPLE CAN HANDLE THE TRUTH

by Community AwarenessPersonal InterestPublic Relations

Truth builds TrustIt’s a legendary scene. One famous actor shouts, “I want the truth!” The other snaps back, “You can’t handle the truth!“

 

It’s cinematic genius, and also depicts one of the greatest challenges of communicating during a crisis – including our current public health emergency.  How much truth – and what degree of uncertainty — can the public handle?

 

According to a just-released study from the University of Cambridge, uncertainty about facts can be reported without damaging public trust. These results come at a critical time as leaders, scientists, and professional communicators wrestle with data uncertainty, risk, and disinformation associated with the coronavirus pandemic.

 

Communicators and leaders of various organizations often assume that communicating uncertainty will undermine trust. Now, research has found that uncertainty related to key facts and figures can be communicated in a manner that maintains public trust in information and its source. And this is true even related to contentious issues. Researchers hope the study encourages communicators as well as leaders to be bolder in reporting uncertainty.

 

Study co-author Sander van der Linden, director of the Cambridge Social Decision-Making Lab, says that “including an indication of its uncertainty provides the public with better information. In an era of fake news that might help foster trust.”

 

As an example, the researchers got the best results when a figure was flagged as an estimate and was accompanied by the numerical range from which it had been derived. For example:“…the unemployment rate rose to an estimated 3.9% (between 3.7%-4.1%).”

 

This study adds to  – and supports — considerable research on the topic of trust and credibility.

 

Given the current landscape, and the support of research, Edward R. Murrow’s words ring more true than ever. “To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful.”

 

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