Trust

I’ve been thinking a lot about trust.

There isn’t a huge amount of it about at the moment.

Politics, the Establishment, the Church, Bill Gates, the Russians, the Chinese… they say none can be trusted.

I don’t trust the internet.

Facebook is a great but I am trusting it less and less. Twitter, Google, even LinkedIn. My trust level is close to zero.

I made the mistake of clicking on a link a friend had posted and realised, just in time (or maybe not) that they were just trying to harvest my information, collect data on me. I wanted a better insurance quote on my car, but this was taking me somewhere else. I love a quiz! I will not click those Facebook ones. When I used to I wondered why I always got 100% right!

Along with many people* I DO trust the radio!

From the industry side in the UK we have the Radiocentre Clearance. These are a group of people that prevent advertisers pulling the wool over the consumers eyes. They are awkward, difficult and nit picking. They always want layers of evidence and for the finance examples to be legal. And it is EXACTLY what the radio industry needs and why radio has remained robust in its self regulation. There are VERY few complaints to the ASA that involve radio. Thank you Radiocentre!

Of course I am not saying “don’t use new media”. I am saying radio adds a level of trust in your company and brand that you need. If you are a company that needs to be trusted by the customer (an who doesn’t) you SHOULD be on the radio. If you’re looking to scam the listener or lie to them in your adverts… stay away. We don’t need you. We really don’t!

I really think 2021 is going to be a great year for clients who use radio or any of the newer exciting ways to reach listeners through mobile, smart speakers etc. If you need any help with your radio advertising then PM me and let’s have a conversation.