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PUNTO y COMA;
PROA. COMUNICACIÓN Y ASUNTOS PÚBLICOS
Número 27 | 4 al 11 de mayo de 2020
En un mundo crecientemente interconectado, la comunicación se torna cada vez más importante para generar entendimiento entre distintos actores económicos, políticos y/o sociales. Con el propósito de promover un aprendizaje compartido, "PUNTO y COMA" es un boletín informativo semanal que comparte algunos de los artículos más relevantes relacionados con el fenómeno de la comunicación.

En este número exploramos el concepto de confianza, como parte integral de la reputación, y profundizamos en cómo poder incrementarla para con stakeholders clave.

1. The role of trust in the COVID-19 economic recovery: lessons from Asia 
Por François Candelon et al; Boston Consulting Group

Around the globe, COVID-19 is disrupting all aspects of society. However, at some point, the containment phase of the crisis will end, and focus will shift to a strong economic rebound. Many Western economies have looked to the East for the planning of the containment phase. We believe that, for the planning of the economic rebound, they should do so even more. 

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2. Begin with trust 
Por Frances X. Frei y Anne Morriss, Harvard Business Review

On a spring afternoon in 2017, Travis Kalanick, then the CEO of Uber, walked into a conference room at the company’s Bay Area headquarters. One of us, Frances, was waiting for him. Meghan Joyce, the company’s general manager for the United States and Canada, had reached out to us, hoping that we could guide the company as it sought to heal from a series of deep, self-inflicted wounds. We had a track record of helping organizations, many of them founder-led, tackle messy leadership and culture challenges.

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3. Buscando la confianza
Por iProspect

La economía digital ha brindado nuevas oportunidades de desarrollo e innovación en todos los sectores empresariales. Si bien la mayoría es una “buena innovación”, seguimos viendo una brecha significativa a nivel social, impulsada por una disparidad continua en el acceso a la tecnología basada en factores socioeconómicos. Esto es a pesar de las propuestas heroicas de gigantes mundiales como Google, Facebook, Microsoft y otros para corregir este error. El Índice Social Digital 2018 del grupo Dentsu Aegis Network revela niveles divididos de confianza (<45%) en la capacidad de la economía digital para crear empleos y abordar esta brecha.

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4. What it takes to build brand trust today
Por Bian Salins, LinkedIn

This can feel like a crazy time to talk about building trusted brands, as I’ve been doing at DMEXCO this week. We live at a time when trust itself seems to be on a steep decline. The 2019 Edelman Trust Barometer shows that the majority of the population in most countries don’t trust governments, businesses or the media. People are more engaged with the news, up 22 percentage points in fact. However, that news tends to involve tales of corporate scandals, abuse of data, fake stories and a breakdown of leadership. We’re seeing a trend towards people taking direct action – but that action often comes from frustration at abuse of power. Audiences and members of the public have had their fill of people and institutions they don’t trust. And this is the same for the media channels they consume.

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5. How to use social media to build brand trust
Por Lauren Smith, Convince and Convert

Social media is more than just a platform to promote your products, services, and content. It’s a two-way street for communication that can engage your customers and prospects. These interactions help build brand trust and a form a community around your brand. You need trust to create a deeper relationship with your customers and to encourage repeat purchases and referrals.

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6. Building trust: What works for news 
Por Center for Media Engagement, University of Texas at Austin

Amid the frequent cries of “fake news” and lagging trust in journalism, how can news organizations boost trust with their audiences? This project sought to answer that question. The Center for Media Engagement teamed up with Joy Mayer of Trusting News and two newsroom partners, USA TODAY and the Tennessean, to test two approaches to building trust.

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