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Isentia - How can brands build trust across all channels in a fragmented news environment?
Research First - The 'Clayton's apology' and the rise of 'mealy-mouthed fauxpologies'
Aon - Professional Indemnity insurance


Isentia

How can brands build trust across all channels in a fragmented news environment?

While we can all acknowledge that there are many hard lessons to be learned from 2016, from a Marketer’s standpoint, one in particular stands out for me. The nature of traditional media and social media becoming two contrasting superpowers that must be wielded with collaboration and caution.

The recent US presidential election may have the most lopsided traditional media vs social media messaging the world has ever seen. Hillary Clinton had over 200 mainstream media outlets supporting her campaign – Trump had 6.* Social media on the other hand, was a wildly different story. Read more.


Research First

The 'Clayton's apology' and the rise of 'mealy-mouthed fauxpologies'

Watching United CEO Oscar Munoz last month, and the Trump administration over the past 100 days, it's hard not to wonder when we lost sight of how to deliver genuine and heartfelt apologies. By that I mean the kind of apology where somebody takes full responsibility for their actions, expresses remorse for the damage they had caused, and outlines what they will do to make things better.

Instead what we seem to get are what some journalists and social sciences have called the "non-apology". This is the apology you give when you're not really giving an apology. If you're of a certain age, you can think of this as the Clayton's apology.

Read more.


AON

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