Q. How do you “win” in public relations?
A. Build trust.
Q. Easier said than done. What’s the best way to build trust with your audience?
A. Building trust is based on getting information to people even before they need it. A brand can quickly go from boom to bust in the current digital era, where anyone can spread news quickly to friends on blogs, Facebook and Twitter, so dealing with consumer problems immediately is critical. Says Audrey Siegel, president and director of client services at media company TargetCast, “This is a world where you need to stay really clean because your image spins well beyond your grasp. It’s a real challenge, and the easiest way to do that is to stay above it.”
Q. Can you give me some examples?
A. You’ll find PR winners and losers in this article from Forbes magazine:


Steve Johnson, Vice President, Client Services