Operating in a New World of Transparency & Scrutiny: Video Highlights
07 April 2009
Last week we hosted our second Blender Session Operating in a New World of Transparency & Scrutiny which followed up the conversation from our first session Curing Your Recession Hangover. One of the major themes was “contamination” of Main Street by Wall street – that all businesses are suffering from the erosion of trust, and not just the financial sector. As a result, companies will need to open up and become more transparent to increase the trust. The panel agreed that marketing to shareholders and stakeholders will be a huge opportunity in coming months and companies will need to sell themselves in a way they haven’t had to do in 20- 30-years. Of course, the hot topic of the day was social media and the role it can play in helping shape reputation and develop communication transparency in a world where virtually anyone has the ability to shape your agenda.
Blender Clip 1 – Have we Lost all Trust?
Indira Naidoo and Paul Taaffe discuss the loss of trust rising from the financial crisis, and talk through how this loss of trust goes beyond the financial sector and now contaminates all businesses. Will Australian citizens demand higher levels of transparency and accountability as a result
Blender Clip 2 – How will we Raise Money?
Paul Taaffe and Robert Gottliebsen walk through the picture of the banking system and the implications of foreign banks withdrawing from Australia. With so much pressure on the domestic banks as a result, how can companies raise the money they need? Companies will need to rethink their communication strategies as they turn to alternative sources for their funding.
Blender Clip 3 – Changing our Strategies
Paul Taaffe and Indira Naidoo talk through the strategies companies will need to embrace to improve their communications. With transparency and authenticity at front of mind, companies will need to find new ways to communicate with their widening number of stakeholders and the general public.
Blender Clip 4 – Clearer, Stronger Communications
Paul Taaffe states that governments and companies will need to communicate clearer and stronger than ever before. With people connected globally through the internet and other means, if companies don’t shape the agenda they can, then they risk having their agenda shaped by others. What does this mean for marketers now?