To sell a strawberry, build trust locally, then sell internationally
Engendering Organisational Trust, public relations, Reputation Management Illka Gobius Engendering Organisational Trust, public relations, Reputation Management Illka Gobius

To sell a strawberry, build trust locally, then sell internationally

Build trust locally, then sell internationally

What can we learn from Korean strawberries? And from other great examples of building trust in Asian markets?

Trust is earned first in a small circle, then it radiates outward, carried by the people at the centre, writes Illka Gobius AMIPRS in her essay for the IPRA International Public Relations Association thought leadership series.

"Today, to earn trust, the practitioner's job is not to find the right channel. It is to find the right person. A node exists in every market, every category, every stakeholder universe. Finding them, earning the right to work with them honestly, is at the heart of modern communications."

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