Relevance, transparency and trust: the cornerstones of success in 2017. Trans-Tasman Communications consultancy SenateSHJ presents its top five predictions for the year ahead.

1. presented by
Relevance, transparency
and trust: the cornerstones
of success in 2017
SenateSHJ Future Five
Top five predictions for 2017
SenateSHJ

2. SenateSHJ Future Five 2017
One | Post-truth politics is the new norm
Relevance, transparency and trust: the cornerstones of success in 2017|

3. SenateSHJ Future Five 2017
Individual empowerment reigns in 2017
Clear narratives and storylines, transparency of key messages and intent, will be
crucial, if businesses and governments are to plug the trust deficit in 2017.
This post-truth age is one of individual empowerment. Power has transferred from
corporations to consumers, from politicians to voters, and from ‘elites’ to the common
person.
In 2017, businesses and governments will have to work harder than they ever have
done to communicate with their target audiences.
Communicators will need to cut through the fear and uncertainty that the recent
upheaval on the political stage has created, with compelling narratives that capture
hearts and minds, and build confidence in ideas and institutions.
Communication has an important role to play in helping span the divides in political,
cultural, and social spheres. Messaging needs to be clear, simple, visual, and tangible
in order to capture attention.
Relevance, transparency and trust: the cornerstones of success in 2017|

4. SenateSHJ Future Five 2017
Two | Values and ethics win the hearts of customers
Relevance, transparency and trust: the cornerstones of success in 2017|

5. SenateSHJ Future Five 2017
More than ever before, organisations will need to build higher
levels of trust with customers
Flowing on from the mistrust and sense of fear with the post-truth age, customers are
seeking trust in organisations whose values and behaviours resonate with their own.
In 2017, we expect values and ethics to become an increasing driver for customer and
staff engagement.
Establishing an emotional connection is vital. Seeing and feeling will hold more weight
on public opinion than reports or evidence-based approaches.
How a customer feels and their emotional response will become the new truth. The
public is no longer seeking out an expert for advice to inform their decision – decisions
are based on the experiences of like-minded people.
Organisations will need to act in such a way that resonates with their audiences’ value
systems. They will need to be focused on building a strong foundation internally and
externally, allowing them to build a loyal staff and customer base, and to build goodwill
for their ‘reputational bank’.
Relevance, transparency and trust: the cornerstones of success in 2017|

6. SenateSHJ Future Five 2017
Three | Enter the era of self(ie) obsession
Relevance, transparency and trust: the cornerstones of success in 2017|

7. SenateSHJ Future Five 2017
Everyone has a voice
Online outlets are now the ‘go-to’ for news and information, with content on platforms
such as Twitter and Facebook increasingly seen as more trustworthy than news
websites.
Online and social platforms are not only being used by the public to source news, they
are also used to create and distribute their own news. Users are encouraged to create
and promote their own content, which is rewarded with likes, shares, and comments.
Consequently, a ‘me’ culture has proliferated where everyone, and anyone, can be a
journalist, editor and publisher; delivering ‘breaking news’ and playing a part in keeping
local and global networks updated. We have seen the meteoric rise of the ‘new media’
individuals (bloggers / commentators, etc.) and groups.
Organisations will need to understand the importance of choosing the right time to
engage with their audiences on social media. Planning and preparation is key to
upholding a strong reputation. Tone is just as important as content.
Communicators need to ensure that messaging is individualised, using tailored content
that perpetuates the online profiles they have created for themselves.
The trick will be to communicate in the right context – using data, sensors, mobile and
social media to pick up on and respond to social cues that allow for more targeted
communication and valuable online engagement.
Relevance, transparency and trust: the cornerstones of success in 2017|

8. SenateSHJ Future Five 2017
Four | Collaboration for survival
Relevance, transparency and trust: the cornerstones of success in 2017|

9. SenateSHJ Future Five 2017
If you can’t beat them, join them
In 2016, we predicted collaboration would be a strong revolution. We will see this
continue in 2017 as consumers persist in seeking holistic solutions to their needs.
As companies continue to look at innovative ways to meet customers’ needs, we
expect 2017 to bring further collaboration between organisations, and communities and
businesses. We anticipate entire industries will collaborate for survival.
Consumers want to engage with a one-stop-shop to solve their problems and meet
their expectations. As organisations seek out new partnerships and opportunities to co-
create and co-design solutions, there is a role for communicators in realising the
potential value of collaboration and the benefit it brings.
Communicators can help organisations effectively engage with stakeholders to create
shared value. Important consideration around building trust and reputation with the new
entity will give a much broader narrative around value, the benefits of the collaboration
and the positive social impacts.
Relevance, transparency and trust: the cornerstones of success in 2017|

10. SenateSHJ Future Five 2017
Five | Rise of the tribe
Relevance, transparency and trust: the cornerstones of success in 2017|

11. SenateSHJ Future Five 2017
Community engagement will be crucial
As a result of the significant political events of 2016, and the upcoming French,
German, and New Zealand 2017 elections, we may see further upheaval and turmoil in
the market, and a sense of entering ‘unchartered waters’ for individuals, organisations,
and institutions.
The great ‘silent majority’ has already demonstrated that it feels hopelessly out of touch
with issues such as globalisation, illegal immigration, climate alarmism, and political
correctness. The reactions to these widespread (and legitimate) grievances is yet to be
fully understood.
People will trend away from the mainstream and will seek to become more connected
with their neighbourhood. The ‘rise of the tribe’ and community engagement will
become even more prevalent as society fragments into groupings or ‘tribes’ based on
shared beliefs and values, socio economic groups and location, creating an ‘echo
chamber’ of opinions and sources.
We are likely to see new voices and conversations in the public space shaping
community sentiment, as they dominate traditional, digital and social media forums.
Engagement in this space is increasingly important and should be a priority for
businesses. Businesses and governments need to tailor their messaging to the
audience, using the right tone of voice, compelling content and relevant channels to
connect well with these online communities. Any engagement needs to be done early
and continuously to build relationships that achieve positive outcomes.
Relevance, transparency and trust: the cornerstones of success in 2017|

12. A word on technology

13. SenateSHJ Future Five 2017
The influence of new technologies in 2017
Relevance, transparency and trust: the cornerstones of success in 2017|

14. SenateSHJ Future Five 2017
The influence of new technologies in 2017 (cont..)
Powerful technologies are being developed that have the ability to change the way we
live in more exciting and impactful ways.
As people seek an emotional response or connection to their world we are seeing the
boom of new and growth technologies, such as virtual reality and out-of-home media.
Businesses need to ensure this technology adds to and enhances the experience for
their audience and builds connectedness, rather than create a world of imposed
isolation.
We also need to better understand the impact of combining biometric data and
computer power.
Unprecedented data processing power will soon have the potential to understand
humans better than we understand ourselves. While providing endless opportunities,
there are also emerging risks that need to be carefully managed.
2017 promises to be another exciting and challenging instalment in an ever-evolving
world. Communications will play a major part in this evolution.
Our successful leaders and businesses should not lose sight of the importance of
staying relevant, maintaining transparency, and building up their trust bank.
Relevance, transparency and trust: the cornerstones of success in 2017|

15. SenateSHJ Future Five 2017
To learn more about SenateSHJ, please visit www.senateshj.com
Group
Neil Green, Chief Executive & Chairman
P + 64 4 471 5370
Australia New Zealand
Sydney Auckland
Craig Badings, Partner
P + 61 2 9256 9700
Julien Leys, General Manager and Partner
P + 64 9 353 6620
Melbourne Wellington
Darren Behar, Managing Partner
P + 61 3 8643 7900
Raphael Hilbron, General Manager and Partner
P + 64 4 471 5371
Relevance, transparency and trust: the cornerstones of success in 2017|

16. Thank you