Building Trust: How to Effectively Communicate to Increase Sales & Reputation
| Time: Wednesday, Feb. 14 from 11:45 a.m. to 1 p.m. Where: In-person at the Zions Bank building or join via Zoom! The in-person luncheon will be at Zions Bank at 1 Main St. in Salt Lake City. Park in the City Creek Center parking garage, and go to the Zions Bank Founders Room on the 18th floor. Online via Zoom (the Zoom portion will begin at 12 p.m.) Cost: In-person attendance includes lunch and will be $8 for students, $20 for PRSA Utah Chapter members and $25 for non-PRSA Chapter members. Virtual webinar is free (does not include lunch.) Summary: Trust is the currency of relationships and a primary focus for public relations leaders seeking to improve financial results through both purchase and reputation. Increasing distrust driven by fake news, combined with the demand for corporate social advocacy, make understanding trust and participating in the conversation more essential today than ever. Do you want to increase sales? Do you want to improve your brand reputation? Trust is the key that unlocks both goals. Trust has been studied for years, but with new research from a mixed-method analysis, we will learn three proven ways of increasing trust while staying aligned with brand goals. You can use these methods to improve messaging, measure impact and build even greater trust. In this session you will learn: What are the three trust factors that can improve reputation and increase sales How to most effectively build trust in three different industries (consumer, pharma, B2B) based on primary research How trust research can be applied to create and measure content that influences perceptions and behaviors |
Bio: Angela Dwyer is Head of Insights at Fullintel — a media monitoring and analysis company. As a measurement expert, she helps brands improve business results through data-driven, actionable insights. She has worked at public relations agencies and media research firms consulting with brands across several industries including consumer, healthcare, and automotive. She has presented and published several original, award-winning research papers about news content that drives recall and engagement.
As SVP of Measurement at Lippe Taylor, a NYC-based agency, she developed a research-based metric to predict positive recall. Previously, she opened and managed PRIME Research’s new business and operations in Brazil and South America, where she worked with global brands on integrated media measurement projects. She contributes her knowledge garnered from the cross-section of academia and professional experience in leadership roles, including as the PRSA NPD Co-Chair and the Institute for Public Relations Measurement Commission Director.
