PRAXIS is the world's largest festival of Reputation Management professionals. The summit is supported by the leading PR firms based in India. This year the 8th edition of PRAXIS was held on 27th and 28th September at Goa.
‘Building Trust is at the core of Public Relations’ was the theme for the 8th edition of PRAXIS. Many national and international speakers gave keynotes on different topics related to ‘Trust’. Matthew Harrington was one of the keynote speakers at PRAXIS 2019. Matthew Harrington is the Global COO of Edelman. He addressed the audience with the topic- ‘In Brands, We Trust’. “Brand is a promise, brands are expected to put reliability” was said by Matthew Harrington. According to Matthew Harrington, every brand has a responsibility to get involved in at least one social issue that does not directly impact its business. He also shared the consumer’s point of view that according to consumers brands are playing a major role in their lives.
He also shared some statistics like,
· 74% growing concerns about product experience.
· 67% growing concerns about the consumer’s experience.
· 77% growing concerns about brands in society.
· 34% know from their personal experience that the brands they have used to keep the best interest.
According to Matthew Harrington, Too many brands use societal issues as a marketing play to sell more of their products. In his keynote address, he also said that “Newspapers, on a global basis is still chosen in India to advertise.”
He also talked about some campaigns; one of them was MacDonald’s Women’s Day campaign, in which the ‘M’ was converted into ‘W’. According to Matthew Harrington, this campaign was not much impactful, it was a short-lived campaign that did not leave much impact on people.
Keynote address by Matthew Harrington was very enlightening.
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