While living in a world of noise where we receive messages 24/7, it is easy to overlook the importance of connecting, engaging and building trust with our listeners.
In an increasingly transparent, connected world, artifice and deception fool no one. In the end, your company's only defense against PR disaster is stakeholders' forthright adherence to your highest values, from top to bottom.
If someone sidles up on the street and wants to sell you a "Rolex," you'll likely run. Do the same with digital marketers who similarly fail to secure your trust.
Building trust doesn't happen in a vacuum. You have to remain consistent in your messaging, understand your buyer personas and deliver on your promises over time.