The pay-for-play ecosystem is still very much in existence, whether it’s via blogs, advertorials, brand ambassadors or keeping dodgy deeds quiet. How is this paradigm viewed by regional audiences, especially in light of the “black PR” framework in China? At what point do ethical considerations supersede business opportunities? And, how do you police local offices and staff in jurisdictions that are historically and culturally known for questionable ethics?

1. TRUST AND ETHICS
THE CHALLENGES OF SELLING IN THE 21 CENTURY
ALI BULLOCK, DIRECTOR OF COMMUNICATIONS, THE WSJ

2. EXPERIENCE:
- DIRECTOR OF COMMUNICATIONS FOR DOW JONES
AND WALL STREET JOURNAL
- PREVIOUSLY WORKED FOR CATHAY PACIFIC AS
GLOBAL DIGITAL MARKETING MANAGER, AND
WORKED ON DIGITAL STRATEGY FOR KMPG,
KELLOGG’S, SAMSUNG AND MOTOROLA
- WORKED FOR WWF HONG KONG AS HEAD OF
COMMUNICATIONS, DURING AN 8 MONTH
SABATICAL IN 2012

4. TRUST & ETHICS
“Trust is the firm belief in the
reliability, truth, or ability of someone or
something”
– Oxford Dictionary

5. Code of conduct
“Bottom line, successful public relations hinges on the
ethics of its practitioners.” - PRSA

6. “Codes of Ethics are all very well but unless they are
supported in spirit and letter by every practitioner
they are wasted hot air. And codes of ethics have
little influence unless, if found breaking those rules,
the practitioner finds it impossible - even illegal – to
practise. That is the protection afforded to those who
seek help from doctors, lawyers and other professions.
And in PR - regretfully - this simply isn't going to
happen.”
- Lord Chadlington (CEO of the Huntsworth
Group), Public Relations Global Summit 2012

7. “THESE CHARGES SEND A CLEAR MESSAGE,” THE
SPOKESMAN SAID. “IN THE UNITED STATES, YOU CAN’T
SPY ON PEOPLE.”
ANDY BOROWITZ, JUNE 2013

8. Header
IF PEOPLE 'CAN'T TRUST'
GOVERNMENT, 'WE'RE GOING TO
HAVE SOME PROBLEMS HERE
President Obama, 2013

9. FROM GLOBAL BUSINESS

11. "We're sorry for the massive
disruption it's caused their
lives. There's no one who
wants this over more than I
do. I would like my life back."
—BP CEO Tony Hayward

12. … TO POLITICANS

13. “TO MY MEMORY, I DID NOT SAY I HAD NO ILLEGAL
STRUCTURES.”
CY LEUNG, Dec 2012

14. SOURCE: EDLEMAN TRUST BAROMITER 2013

15. SOURCE: EDLEMAN TRUST Index 2013

16. THE GOOD & BAD OF PR
… WHEN DID WE RESORT TO TRUSTING STRANGERS?

18. “INVESTIGATION LAUNCHED INTO TRIPADVISOR
FOLLOWING CLAIMS UP TO 10 MILLION REVIEWS
ARE FAKE.”
news.com.au
2013

19. Taiwan's FTC investigating Samsung for defaming
HTC on local online forums.
Samsung has ordered its Taiwan operation to cease
marketing involving online anonymous comments
Source: pcadvisor.co.uk April 2013

22. Trust and leadership
A company’s credibility is closely aligned to the
credibility of it’s leader.
Being authentic = effectiveness

24. STUDY: 72% OF CONSUMERS TRUST ONLINE
REVIEWS AS MUCH AS PERSONAL
RECOMMENDATIONS
Local Consumer Review Survey (2012)

25. Do you read online customer reviews to determine
whether a local business is a good business?

26. How many online reviews & ratings do you need to
read before you feel that you can trust that business?
65% of consumers read between
2-10 reviews (vs.58% in 2010)

27. How do online customer reviews affect your opinion of a business?
58%

28. 52% of consumers are more likely to use a local
business if they have positive reviews.
Source: Google, 2013

29. 58% of consumers trust editorial content.
(Source: Nielsen)
When reading up on something, people are more
likely to trust the content when they know its been
edited. Having editorial content displays credibility
because it shows that there are professional writers
and editors behind it. Self promotion through
content never works. It looks much better when
others talk favorably about you.

30. 52% OF
CONSUMERS ARE MORE
LIKELY TO USE A LOCAL
BUSINESS IF THEY HAVE
POSITIVE REVIEWS
65% of consumers
READ BETWEEN 2 – 10
REVIEWS

31. TRUST AND BRAND MATTER TO YOUR
BOTTOM LINE

33. 10.35AM: “ALI, WE NEED YOU IN THE CRISIS
COMMS CENTER. NOW.”

34. CENSORED
10.45AM: SOCIAL MEDIA MESSAGES AND
PHOTOS START TO APPEAR ON SINA-WEIBO

35. THE YEARS OF CATHAY PACIFIC’S EXPERIENCE AND
MESSAGING OF SAFTEY, FROM THE CEO TO EVERY
FLIGHT ATTENDENT WAS CRITICAL IN THE TIME OF
THE CRISIS.

36. FINAALLY NEVER BS JOURNLISTS

37. Ryanair is trying to stop newspapers describing it as “no-frills” airline.
Robin Kiely, the Irish carrier’s head of communications, has written to
various publications, including Telegraph Travel and the website
Travelmole, insisting that the phrase be removed from all reports about
Ryanair.
“The claim that Ryanair is a “no-frills” airline is entirely misleading and
outdated, given that we offer all-leather seats, reserved seating, industry-
leading punctuality, online check-in and on-board catering for those who
wish to avail of it,” he said.
“Ryanair is a low-cost airline and I would appreciate if you would refrain
from describing Ryanair as ‘no-frills’ in the future and amend your article
to reflect this fact.”
Read more: http://www.telegraph.co.uk/travel/travelnews/10139204/Ryanair-with-or-
without-the-frills.html#ixzz2XJjFnp2D

38. “No-frills” Ryanair
“Fare”: £44.48
EU 261 Levy* £5
ETS Levy** £0.50
Web check-in: £14
Administration fee: £14
Total***
£77.98
“Frills” Ryanair
"No-frills" flight: £77.98
Checked baggage: £50
Text message confirmation: £1.95
Travel insurance: £14.85
Reserved seating/priority boarding: £20
Sporting equipment/musical instrument: £100
Play to win your trip for free "game”: £4
Ham and cheese panini (one per flight): £11
Cup of tea (one per flight): £6
Glass of wine (one per flight): £11.90
£297.68
… SO THEY LOOKED IT UP AND CHECKED

40. THANK YOU SO MUCH FOR YOUR TIME
YOU CAN FIND A COPY OF THIS PRESENTATION HERE:
www.slideshare.net/alibullock/presentations
LINKEDIN:
ALI BULLOCK
alibullock@gmail.com
www.alibullock.com