Their Data, Your Reputation


The issues of privacy and data security just won’t go away. Captive Minds PR manager, Jacques Viljoen, features in PR Week with his thoughts.

The fine print from Samsung’s lengthy data policy sounded incriminating: “Please be aware that if your spoken words include personal or other sensitive information, that information will be among the data captured and transmitted to a third party.”

Appearing disingenuous, Samsung was found guilty in the court of social opinion. You’d think twice about buying one of these TVs, or any Samsung model for that matter.

This comes at a time when consumer concern about online privacy is rising, with global privacy management company TRUSTe citing in a recently released report that 92 per cent of internet users are worried, with one in three more concerned than they were a year ago.

With data leaks, hacks and technical glitches becoming so prevalent, companies cannot hide behind self-serving phrases buried within catch-all privacy policies.

Instead, the time has surely come to proactively share and explain data policies.

We must earn consumer trust and respect, as a kind of insurance policy against unforeseen events.

Read the full article here: Their Data, Your Reputation

Jacques expands on his article in our latest release – ‘Your Changing Brand World’ Download here.

Their Data, Your Reputation


The profile of data is rising fast and showing no signs of slowing down. 2014 saw numerous high profile hacking scandals, leaks and technical glitches, with even companies like AppleSnapchatUPS and Sony not beyond reach. This has come at a time when brands are increasing their use and reliance on data, in order to develop and enable product propositions and deliver more effective marketing campaigns. The combined effect of this increased profile? Expect your reputation for looking after a consumer’s data to start affecting their decision to do business with you.

Two reports released in 2014, from IPSOS and the Pew Research Centre, highlighted that most institutions are trusted less with data than they are in general. The reports also pointed out that a large percentage of customers are still insecure about using online services, with a staggering 91% feeling that consumers have lost control over how information is collected and used by companies.

2015 will need to be the year youactively start reassuring consumers that your brand has their best interests at heart when using their personal data, and that you are equipped to act upon these intentions. On the public agenda is usage creep, privacy, lack of personal benefit and loss of data, for which the hacking scandals will only have reaffirmed fears.

The way a brand looks after personal data will implicitly influence how trusted they are on a wider brand level.

A generic 40 page privacy policy won’t cut it anymore. 2014 was not the year of increasing attention spans, mass legal training and opening up of free time! The challenge for brands will be in taking the same open communication currently employed in other strands of their customer-company relationship, and applying them to the topic of data usage and security. The brands that get this right will access one of the most sought after competitive advantages going: trust.