What form of media/advertising do consumers trust the most?

Sixty-nine percent of consumers still trust editorial content in newspapers more than most advertising including mobile ads, tv and radio ads, billboards, ads in search engines etc. Editorial content was fourth in the trust table behind recommendations from people I know (90%), brand websites (70%) and consumer opinons posted online (70%). The least trusted form of media/advertising was mobile ads at 24%.

The study was carried out by Neilson Online during their 2009 Global Online Consumer Survey.

Companies looking to build their reputation among their publics should aim to focus on the most trusted forms of media/advertising.

A good local example of PR

My favourite restaurant on Lamma Island, The Waterfront, had a kitchen fire a couple of months ago. Thankfully, no one was hurt but they had to close down the kitchen for a while. Meantime, they tried to keep business going by grilling steaks and salmon using an outdoor barbecue unit. This helped keep the interest of some of their loyal customers but about 75% of their diners disappeared.

They recently installed a new kitchen but diners did not return.

So last wednesday they decided to do something different to entice diners back. They had a curry night.They promoted the event on the island community blog http://www.lamma.com.hk/ and through word of mouth. Subsequently the restaurant was jam-packed on Wednesday. On the night, the owners also revealed that they were revamping their menu including introducing a regular bbq night on Monday's. And the owner, who we rarely saw before, came to each table and personally thanked everyone for coming back to the restaurant.

The Waterfront Restaurant through PR got their customers back. In simple terms, they had a crisis. They averted this crisis by making changes, they researched what customers wanted and delivered it. They then used the local online media tool read by their target audience to promote their new offering and thank their loyal customers. And then the owner engaged positively face-to-face with his audience on the night.

The food was delicious too.