3 problems and 3 solutions Scanning today’s media and indeed any day’s media, one cannot help but notice the claims made by businesses about themselves, their products and their services, in both advertising and media reports The superior, the biggest, the fastest, the best value, the only national, the most successful…etc, etc; are all common […]

3 problems and 3 solutions Scanning today’s media and indeed any day’s media, one cannot help but notice the claims made by businesses about themselves, their products and their services, in both advertising and media reports The superior, the biggest, the fastest, the best value, the only national, the most successful…etc, etc; are all common claims along with many others The questions I would ask in relation to many, if not most of these claims are: Does the audience believe them? What impact do they have on credibility? Are they really necessary? My answers in the main are: No Negative No I would argue that many organisations damage their credibility of that of their products and or services by using: unnecessary hyperbole damaging platitudes incredible overstatement I would further argue that the organisations with the greatest credibility are those that: Under state Illustrate Over deliver There is a growing response…