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Four Broadgate hosts fifth annual Digital Trends Seminar

Four Broadgate hosts fifth annual Digital Trends Seminar

Digital Trends ImageFour Broadgate has hosted its fifth annual Digital Trends Seminar, entitled Sex, Trolls and Double Standards: Protecting your corporate reputation online.

The seminar, which took the form of a panel discussion and Q&A, brought together experts in the fields of academia, law and journalism to examine changes in the world of social media, particularly recent examples of the more the toxic side of online transparency. The panel raised the question of whether brands are able protect their online reputations and if it’s still worth participating in discussions online.

Sarah Evans-Toyne, Executive Director, Four Broadgate, who moderated the panel, said: “Amidst increasing attempts to monetise social media and compete across ever more crowded digital mediums, companies are finding they have to pour more and more resources into their efforts to be heard online. Never has a well-defined digital media strategy been more important for managing reputation online and navigating potential crisis situations.”

Commenting on the changing attitudes from consumers of online media, Charlie Thomas, business reporter at The Huffington Post, said: “People are more cynical now on social media than they ever were before. Companies can’t hide anymore, so marketing has got to be a lot more intelligent and transparent. If you have a crisis communications problem in February it’s not going to disappear by March, it hangs around forever, which is worth remembering when dealing with business issues.”

Speaking on the 24-hour nature of digital media Dr Mariann Hardey, an author on social media issues and a lecturer at Durham University Business School, said: “These are tough economic times and companies who are not willing to throw money at promotion see social media as a cheap resource. This isn’t true. Someone needs to be managing social media engagement 24 hours a day in a responsible and mature way that is integrated as part of any marketing and communications plan.”

Jonathan Coad, media lawyer and partner at Lewis Silkin, agreed: “The power of the individual to do damage to a large corporation has grown tremendously in the past 15 years. Nowadays communications professionals must have a 360 view, move fast, and understand social media. Not only is conventional PR not dead, I think it is more important now than it ever was.”

Ends

 

For further information, please contact:

Four Broadgate

Alistair Scott / Zoe Butt / Mark Knight

Telephone: 020 7726 6111

Email:BMPR@broadgatemainland.com

 

About Four Broadgate 

Four Broadgate is a leading PR agency that specialises in the financial and professional services industries. We forge close working relationships with our clients to help enhance their reputations and achieve business objectives. Combining media relations, corporate communications and digital PR, we deliver results that drive growth, enhance reputations and build credibility. Among the sectors we have specialist expertise are: Alternatives, asset management (retail and institutional), financial services, professional services, professional development and education, enterprise and innovation, life and pensions and property.

Web: www.fourbroadgate.com.gridhosted.co.uk

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