curse of transparency

Curse of TransparencyAnton Gumenskiy, 2014

No Secrets

• Easy choice. Loyalty or 15 minutes of fame?• Media Enchantment. • Selfie as a Weapon of Mass Destruction. • No counter weapon so far.

No Facts

• Transparency Illusion• Information Overload • Too much information, too little knowledge• No authorities, no one to trust, no facts

No Trust

• Marketing Hypersensitivity• Feedback loop• Reflexivity

• Most important things still unclear: • How decision is made• How messages influence someone’s opinion• What features are crucial for person’s individuality• What we have to do with all this information• Etc.

1. Sell not, promote not, communicate!2. PR is not Marketing, but Management Function.

Element of Corporate Culture. 3. Research. Collect Data4. Explain. “What does it all mean?” Visualize.

Infographics, Big Data. Be an expert.5. Be clear. Make statements. 6. Be there for customers. Everyone is for business:

marketing, sales, legal. Who is for customers?7. Experiment. Keep learning

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