{"id":2243,"date":"2020-06-12T11:51:04","date_gmt":"2020-06-12T01:51:04","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=2243"},"modified":"2020-06-12T11:51:05","modified_gmt":"2020-06-12T01:51:05","slug":"the-importance-of-trust","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/the-importance-of-trust\/","title":{"rendered":"The Importance of Trust"},"content":{"rendered":"\n<p><em>By David Kidd, BPR<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/03\/DK.jpg?resize=111%2C112\" alt=\"\" class=\"wp-image-1431\" width=\"111\" height=\"112\" srcset=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/03\/DK.jpg?w=298 298w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/03\/DK.jpg?resize=150%2C150 150w\" sizes=\"auto, (max-width: 111px) 100vw, 111px\" \/><\/figure>\n\n\n\n<p>In\nBPR\u2019s Strategic studies, we examine a number of brand perceptions. One such\nbrand image is Trust.<\/p>\n\n\n\n<p>In\ntoday\u2019s competitive radio marketplace, the issue of \u2018trust\u2019 plays a critical\nrole. An erosion of the listeners\u2019 trust in your station creates a barrier\npreventing it from achieving its full potential. <\/p>\n\n\n\n<p>Think\nof your favourite restaurants. They probably serve different cuisine, perhaps\nhave different ambiances (cool, casual, sophisticated etc.) but the one thing\nthey have in common, and the reason you keep going back, is because you TRUST\nthem to deliver on their promise\u2026.and you\u2019re never disappointed. <\/p>\n\n\n\n<p>Likewise,\nit\u2019s critical that your listeners keep tuning into your station because you\ndeliver on your promise\u2026. they trust you to actually do what you say you\u2019ll do.<\/p>\n\n\n\n<p>Your\nstation\u2019s P1\u2019s <em>must<\/em> give a high Trust\nscore for your station. It means that they like what you promise and you are\ndelivering on it. <\/p>\n\n\n\n<p>However,\nover the years I\u2019ve seen many stations with low P1 scores for Trust\u2026\u2026.and that\nis a huge issue for the programming team. The listeners don\u2019t trust your\nstation to actually do the things you say you will. <\/p>\n\n\n\n<p>Building\ntrust with the audience is a systematic component of the strategic process \u2013\nfrom planning and execution through to outcomes delivered.<\/p>\n\n\n\n<p>The\nchallenge lies in ensuring that every member of the programming team including\non air talent understands the importance of delivering on the station\u2019s brand\npromise.<\/p>\n\n\n\n<p>Last\nyear I published an article \u201c<a href=\"http:\/\/bprworld.com\/news\/just-because-you-say-it-does-not-make-it-so\/\"><em>Just because you say it, does not make it so<\/em><\/a><em>\u201d<\/em> which centered around the importance of delivering on\nyour brand promise. <\/p>\n\n\n\n<p>You\nmay think your listeners trust your station but only the research will reveal\nwhether that is true. <\/p>\n\n\n\n<p>Trust\nis the mesh that binds credibility to ratings success and ultimately to profitability.\nIt operates within the station and outside it as an intangible yet very\nmeasurable force.<\/p>\n\n\n\n<p>Getting back to your favourite restaurant\u2026\u2026\u2026the one that you trust to never disappoint. What do you usually do? You tell your friends about your great dining experience \u2026\u2026 and word of mouth is the most cost-effective marketing tool in the world.\u00a0 \u00a0<br><br><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By David Kidd, BPR In BPR\u2019s Strategic studies, we examine a number of brand perceptions. 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