Above All Else, Build Trust
During the last decade, brands built responsive websites, obsessed about their sites’ conversion rates, watched social media like hawks, and “related to the public” to acquire customers.
That’s all well and good, but the way people make buying decisions has changed, and most brands have failed to focus on what’s most important: trust. So, what is trust, really, and how do brands successfully build and maintain it above all else?
Trust occupies a unique place in the public relations space and one that impacts the entire customer journey, but it’s not easily defined or measured.
Kristyn Wilson, VP of Public Relations and Communications at Upright, will share how her keen interest in answering that question led to the creation of an entirely new agency (born from Adept Marketing) and why digital marketing + trust is a winning combination.
For more than 20 years, Kristyn Wilson has had a seat at the table at notable companies like NetJets, Abbott Nutrition and Resource (now IBMiX), or has played an integral role in acquiring media coverage for Nationwide Children’s Hospital, the Ohio State University Medical Center, Victoria’s Secret and many more. Storytelling is in her blood, but it’s her business acumen that makes her a leader. Kristyn earned degrees in journalism and integrated marketing communications from Ohio University and Northwestern University. That cross mix makes her a valuable strategic partner who understands the relationships that exist among companies, investors, customers and employees. As the leader of Upright, she oversees all client strategies, project work and creative content, allowing for quality consistency and valuable cross-collaboration.
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