JOE COHEN, APR SVP of Communications | KIND Healthy Snacks

@jcohenPR

TRUST… BACK ON THE RISE?

TIMES HAVE

CHANGED…

NAVIGATING A

TRANSFORMED

MEDIA

ENVIRONMENT

Increased Segmentation and

Competition

News in Real Time, All the Time

Clickbait Headlines

Decline of Print Media

Unconventional News Sources

Citizen Journalism

The Rise of the Influencers

RISE OF THE

INFLUENCER

Consumers look to peers for trusted information

Democratization of media

Everyone can be an expert

Blending of news and entertainment

Emergence of social media “armies”

Embrace of influencers by brands and traditional media

NEW

FUNDAMENTALS

OF BUILDING

BRAND TRUST

Deliver a Value-Driven Brand

Narrative

Be Authentic to Who You Are –

Don’t Try to Be Something You

Aren’t

Be Transparent in Your Actions

Provide Access to Your

Stakeholders

Communicate Often – Be

Modest, Show Substance

PREPARING

FOR BRAND

CHALLENGES:

EMBRACE

YOUR INNER

CHICKEN LITTLE

Conduct vulnerability

assessment

Identify and prioritize areas

of risk

Create a crisis team

Establish protocol and

implement across the enterprise

Create stand-by messaging

and platforms

Monitor vigilantly

CRISIS

MANAGEMENT

Respond fast with the

information that you have

Communicate to all key

stakeholders swiftly – internal

and external

Admit to mistakes

Explain how it happened

Be authentic in your response

Say how you are going to make

it right

Tell what you’ve learned and

why it won’t happen again

Clear brand values

Authentic voice

Walks the talk on transparency

Deep influencer relationships

When brand challenges arise – responds fast, responds honestly

BRAND REPUTATION CASE STUDY

Ten Tenets

Grassroots Launch

Influencer Seeding

National Tour

(Media & Thought

Leadership)

BRAND CAMPAIGN:

DO THE KIND THING

BOOK LAUNCH

Initial Response

Citizen Petition

May

Announcement

BRAND CAMPAIGN:

DEFINING HEALTHY

LOOKING IN

THE MIRROR

Do you still communicate

the way you did five

years ago? Three years

ago?

Is your brand narrative

authentic and

consistent?

Do your external and

internal stakeholders

know what your brand

stands for?

Can you be more

transparent in your

actions?

Do you have a crisis

plan?

Q&A