JoTo PRS #4 – False reviews
— The spread of fake reviews online is a major challenge in the rapidly expanding world of ecommerce. It affects consumer confidence and has distorted market dynamics. World Economic Forum reports that approximately 4% (or 152 billion dollars) of online reviews are fake. This has a significant impact on consumer spending globally. Transparency in PR can help to build business reputations. Karla HelmsChief Evangelist & Anti-PR Strategy for JOTOPR Disruptors ™, advocates transparency that is aligned with core values and uses networks, accomplishments, and social responsibility in order to build trust. She says, “Lies will have a backlash on those who spread them and the people they harm. Manage public opinion and deliver a great product or service. Helms, a marketing expert, has created a “playbook” that leverages technology, transparency, and community to cultivate positive brand perceptions without resorting to fake reviews or lies. In an era where consumers are more aware and scrutinized, she emphasizes that businesses must align their actions to their stated values. She also highlights the need to show a commitment to ethical business practices in all areas of the company’s operations. FTC Bold Moves Against False Online Reviews: Maintaining Consumer Trust in Ecommerce
The Federal Trade Commission has responded to the pressing problem by regulating deceptive practices when it comes to product reviews and testimonials. The FTC has proposed a Trade Regulation Rule on Consumer Reviews and Testimonials that will prohibit fraudulent reviews as well as other deceptive practices. If the proposed regulation is passed, the FTC would be empowered to issue significant fines of $50,000 for each violation. This will signal a strong stance towards the manipulation of customer feedback. The FTC will also seek monetary compensation for those consumers who have been impacted by false reviews. This would further emphasize the need to protect the integrity of the online marketplaces. The fight against false online reviews is more than just a matter of regulatory compliance. It’s about ensuring authenticity and integrity on the digital market. Businesses can build trust by prioritizing ethical behavior and transparency. This will foster genuine relationships and help consumers make informed choices. Helms’ 9-point playlist to manage public opinion in the correct way indicates that there is no ‘silver bullet’ – “consistent, creative work is what real PR looks like,” says Helms.
1. Influencer Collaboration to Create Social Impact: Work with influencers on co-creating campaigns that address social issues aligned with a business’s mission. Examples include sustainability, D&I or transparency. Use influencers to leverage social impact by launching a product or organizing an event that donates proceeds from the sale of products.
2. Real-Time Broadcasts of Customer Service: Hold live sessions for customer service where employees can resolve problems in real time via a streaming platform. Transparency builds brand trust, humanizes it and shows a dedication to the customer.
3. Interactive PR stunts: Create interactive and community-based stunts such as an online treasure hunt that spreads across the social media, leading to a live event, or an exclusive sale.
4. Customer-Led Series: Create a video series featuring videos submitted by customers demonstrating innovative uses of products. These videos can be shared across all media platforms and hosted on an exclusive section of your website.
5. VR Press Conferences: Hold press conferences and product launches using virtual reality. This is particularly useful for lifestyle or tech brands. Note: Organisations may use interactive websites, webinars, live streams, hybrid events without VR, 3D platforms, without VR or teleconferencing to allow participants who do not have VR headsets.
6. Customer Success Webinars – Host webinars in which customers discuss how the products have impacted their life, and include open questions. The personal touch is a great way to connect with customers.
7. Environmental and Social Milestone Celebrations – Publicly recognize milestones achieved in CSR and community outreach initiatives such as recycling goals and volunteer hours through online interactive events and social media engagement.
8. Behind-the Scenes Live Streams: Regularly broadcast behind-the scenes glimpses at various business operations to foster authenticity and transparency.
9. Employee Takeover – ‘Day in The Life’: Let employees take control of social media and share their daily routines, obstacles, and contribution to the customer experience. The practice is not only a way to showcase company culture, but it also helps humanize the brand.
Helms states. “Authenticity in the digital age is the foundation of trust.” It’s not just about integrity, but also about protecting the essence of genuine connections and informed choices. JOTO’s PR Disruptors ™, founded by Karla Jo Helms, a PR expert and after extensive research among CEOs from fast-growing companies. It combines advanced media algorithms with crisis management to create Anti-PR (r) (19459017]campaigns. JOTO PR, based in Tampa BayFlorida, is recognized globally for its anti-PR innovations. More information is available at http://www.jotopr.com
About Karla Jo Helms:
Karla Jo Helmsis the Chief Evangelist and Anti-PR Strategist for JOTO PR Disruptors(tm).
Karla Jo Helms learned how harsh business can be, especially when there are millions at stake. She also saw how public opinion is often the deciding factor in whether a company gets chosen or rejected. Karla Jo, a crisis management alumnus, has worked alongside litigation attorneys, investigators and media in order to restore goodwill companies back into public opinion. Helms is a global speaker on the subject of public relations. He discusses how the PR sector has lost direction and how corporations, with the help of the Anti-PR, can drive market and influence perception.
Bibliography
Marciano, Jonathan. Fake Online Reviews cost 152 billion per year. “Here’s how e-commerce sites can stop them.” World Economic Forum, http://www.weforum.org/agenda/2021/08/fake-online-reviews-are-a-152-billion-problem-heres-how-to-silence-them/#:~:text=Using%20official%20figures%20and%20self-reporting%20by%20the%20world%27s,that%204%25%20of%20all%20online%20reviews%20are%20fake. Accessible April 16, 2019. 2024 .
2. Edelstein, Jeffrey. What’s Next for the FTC Proposed Rule banning Fake Testimonials and Reviews? Manatt, 28 Nov. 2023 , http://www.manatt.com/insights/newsletters/advertising-law/the-comments-are-in-on-the-ftcs-proposed-rule-ban.
Media Contact
Karla Jo Helms, JOTO PR(tm), 727-777-4629, [email protected], jotopr.com
SOURCE JOTO PR(tm)