360DigitalInfluence

Two of the most used words amongst our clients are openness and transparency. Corporate reputations are hurt not only by the criminal behavior of a few but by the private, non-transparent business practices of the many. Once there is an Enron, an Abramoff or other scandal, we, the people, assume it’s going on a lot more than you would think.

If companies want to build strong brand relationships with customers and governments want the trust of their constituents, they will have to learn how to communicate differently. They need to demonstrate openness. Their willingness to invite their customers inside the tent isn’t just a defensive strategy. Asking for feedback from citizens, inviting them into a product manager blog, engaging them to create branded content is a positive step towards building a trusting relationship - one that matters more over time.

Transparency is a little simpler. It usually means letting people see the mechanics of your operation whether that is a business, a non-profit CBO or a government agency. What’s the logic behind an executive pay package? How is influence wielded in Congress? And where does all the money raised actually go? Transparency means the stakeholders have a right to know. More importantly, it means if you don’t tell them they’ll find out about it anyway and put it all on their blogs.

We have collected some of our Ogilvy bloggers all under one roof to help fuel a discussion about post-millennial communications. We are talking about what has changed with the rise of personal media and the shift in trust away from institutions and back to that individual. These voices are part of that change. Smart people sharing insights because they know that’s how you get new and deeper insights. When I asked them what we should focus on over the next couple of weeks, they all said openness and transparency.

So, what are the best practices, the pitfalls and the insights about operating more openly and transparently? Let us know your thoughts. After all, it’s an open dialogue.