Addressing the proliferation of fake online reviews in e-commerce, Karla Jo Helms, CEO of JOTO PR Disruptors, highlights the natural consequence of abusing public relations principles, leading to Federal Trade Commission (FTC) intervention. She emphasizes the need for transparency and authenticity in PR practices and the alignment of these practices with core business values. The FTC's proposed regulations aimed at curbing fraudulent activities in online reviews have significant penalties for violations. Helms supports the FTC's efforts, underscoring that maintaining genuine consumer trust is crucial in a transparent digital marketplace.
TAMPA BAY, Fla., April 22, 2024 /PRNewswire-PRWeb/ -- The proliferation of fake online reviews represents a significant challenge within the expanding realm of e-commerce, impacting consumer trust and distorting market dynamics. Reports indicate that approximately 4% of all online reviews are fabricated, exerting substantial influence on global consumer spending, amounting to an estimated $152 billion, as highlighted by the World Economic Forum.1 Transparency and integrity in public relations can reinforce business reputations and ensure lasting success. Karla Jo Helms the Chief Evangelist and Anti-PR Strategist for JOTO PR Disruptors™ advocates for transparency in the realm of public opinion that aligns with core values, using networks, achievements, and social responsibility to build trust. She warns, "When you put lies out along public channels, there is a universal backflash that happens—lies WILL recoil on the originator and those they negatively impact – witness now the government having to get involved. Deliver a fantastic product, service, and manage public opinion carefully."
Helms has developed a playbook by leveraging technology, community, and transparency to help brands strengthen connections and cultivate a favorable brand reputation—without having to resort to lies and fake reviews. She underscores the importance of businesses aligning their actions with their stated values, particularly in the era of heightened consumer awareness and scrutiny, highlighting the need for companies to demonstrate their commitment to ethical practices across all aspects of their operations.
FTC's Bold Moves Against Fake Online Reviews: Upholding Consumer Trust in E-commerce
In response to this pressing issue, the Federal Trade Commission (FTC) has taken the initiative to regulate deceptive practices in product reviews and testimonials. Proposed under the Trade Regulation Rule on the Use of Consumer Reviews and Testimonials, the FTC aims to prohibit the creation, purchase, dissemination, or sale of fraudulent reviews, alongside other deceptive tactics. The proposed regulations, if enacted, would empower the FTC to impose significant penalties of up to $50,120 per violation, signaling a robust stance against the manipulation of consumer feedback. Additionally, the FTC would pursue monetary redress for consumers impacted by fraudulent reviews, further emphasizing the importance of safeguarding the integrity of online marketplaces.2
Ultimately, the fight against fake online reviews transcends regulatory compliance; it embodies a commitment to authenticity and integrity in the digital marketplace. By embracing ethical practices and prioritizing transparency, businesses can uphold the foundation of trust, fostering genuine connections and informed consumer choices in the digital age.
Helms' 9 point playlist for managing public opinion the right way, inidicates there is no 'silver bullet' – "just consistent, creative work to publicize one's good works, is how real PR is done," she says.
1. Influencer Collaboration for Social Impact: Collaborate with influencers to co-create campaigns addressing social issues that align with a company's mission, like sustainability, D&I, transparency or education. Culminate each campaign with an event or product launch donating proceeds to a related cause, leveraging influencers' reach for social good.
2. Real-Time Customer Service Broadcasts: Host live customer service sessions where employees resolve issues in real time on a streaming platform. This transparent approach builds trust and humanizes the brand, demonstrating a commitment to customer satisfaction.
3. Interactive PR Stunts: Develop interactive, community-involved stunts, such as a virtual treasure hunt spread across social media leading to a real-world event or exclusive online sale.
4. Customer-Led Content Series: Launch a series featuring customer-submitted videos showcasing innovative product usage. Host these on a dedicated website section and share them across media channels, celebrating customer creativity.
5. VR Press Conferences: Conduct press conferences or product launches in virtual reality, offering journalists and influencers an immersive experience with new products, particularly effective for tech or lifestyle brands. (NOTE: Organizations can use webinars, live streaming, hybrid events, 3D virtual platforms without VR, teleconferencing, or interactive websites for press conferences to accommodate participants without VR headsets.)
6. Customer Success Webinars: Host webinars where customers share how products impacted their lives, with open Q&A sessions. This personal approach resonates deeply with potential customers.
7. Environmental and Social Milestone Celebrations: Publicly acknowledge milestones in CSR or community outreach initiatives, like meeting recycling goals or volunteer hours completed, through interactive online events and social media engagement.
8. Behind-the-Scenes Live Streams: Regularly stream behind-the-scenes glimpses of various business operations, fostering authenticity and transparency in customer relationships.
9. 'Day in the Life' Employee Takeovers: Allow employees to take over social media for a day, sharing their routines, challenges, and contributions to customer experiences. This practice not only showcases company culture but also humanizes the brand.
Helms states. "Authenticity is the cornerstone of trust in the digital age. Fighting fake online reviews isn't just about maintaining integrity; it's about safeguarding the very essence of genuine connection and informed choice."
About JOTO PR Disruptors™:
Founded by PR veteran Karla Jo Helms, JOTO PR Disruptors™ emerged from extensive market research with CEOs of fast-growth companies. The agency combines crisis management skills with advanced media algorithms to develop Anti-PR® campaigns. Based in Tampa Bay, Florida, JOTO PR is globally recognized for its innovative Anti-PR services. More information is available at http://www.jotopr.com
About Karla Jo Helms:
Karla Jo Helms is the Chief Evangelist and Anti-PR Strategist for JOTO PR Disruptors™.
She learned firsthand how unforgiving business can be when millions of dollars are on the line—and how the control of public opinion often determines whether one company is happily chosen, or another is brutally rejected. Being an alumni of crisis management, Karla Jo has worked with litigation attorneys, private investigators, and the media to help restore companies of goodwill back into the good graces of public opinion. Helms speaks globally on public relations, how the PR industry itself has lost its way and how, in the right hands, corporations can harness the power of Anti-PR to drive markets and impact market perception.
References
1. Marciano, Jonathan. "Fake Online Reviews Cost $152 Billion a Year. Here's How e-Commerce Sites Can Stop Them." World Economic Forum, http://www.weforum.org/agenda/2021/08/fake-online-reviews-are-a-152-billion-problem-heres-how-to-silence-them/#:~:text=Using%20official%20figures%20and%20self-reporting%20by%20the%20world%27s,that%204%25%20of%20all%20online%20reviews%20are%20fake. Accessed 16 Apr. 2024.
2. Edelstein, Jeffrey. "What's next for the FTC's Proposed Rule Banning Fake Reviews and Testimonials?" Manatt, 28 Nov. 2023, http://www.manatt.com/insights/newsletters/advertising-law/the-comments-are-in-on-the-ftcs-proposed-rule-ban.
Media Contact
Karla Jo Helms, JOTO PR™, 727-777-4629, [email protected], jotopr.com
SOURCE JOTO PR™
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