Last week, MWW Group held its annual leadership summit – and our first all hands meeting since we bought our agency back from IPG….and we unveiled our “new” point of view. (Technically, this is a new articulation of the point of view that has always driven our agency – but I digress).

Trust + Relevance = Action

Trust – too big to fail and the GEC (Global Economic Crisis) have created a crisis of confidence of serious magnitude. We don’t trust leaders, companies, religious institutions. So lots of big thinkers in our industry talk about trust & transparency as the end game.

Trust isn’t the end game. Trust is the table stakes. Unless you plan to go out of business, trust is a requirement. Not the goal. It’s true that some clients need help establishing, building or increasing trust…but if we stop there, we haven’t done our job.

Why relevance?

• Because ultimately PR is about driving action….trust gives us permission to act, relevance makes us act.

• Because participation, without relevance, is just noise….tweeting, blogging, posting, sharing….none of it matters if no one is paying attention. Relevance makes us pay attention.

• Relevance provides staying power…when something is relevant to us, it becomes a part of our lives…and a part of who we are. We stick with it.

• Relevance is the engine of the peer-to-peer economy. It’s why sharing is eclipsing search. When something is really a part of us and our lives, we tell a friend.

Relevance is the game changer. It is what causes us to buy a product, apply for a job, welcome a company into our community, invest our hard earned money. It’s what makes a client newsworthy. It’s not just the end game. It’s the whole game.

Maybe we should call this blog Return on Relevance…because isn’t that really what a reputation is all about?

cwinters MWW Group Action, Point of View, Public Relations, Relevance, trust

Tags: Action, Point of View, Public Relations, Relevance, trust