About this article

Read time:

4 minutes

Category:

Opinion

Why is the public sector better at building trust than the private sector?

Deloitte has just released its third Data Nation report and it reveals that respondents have greater trust in the NHS and the public sector when it comes to protecting its personal data than in other private sector industries. While public healthcare providers came in with the highest levels of trust (61%), social media companies (31%), internet providers (34%) and banks and credit card companies (39%) came in the lowest.

What’s ironic about these findings is that the technology that is used to keep that data safe – whether from the networks the data is transferred over, to the servers and data centres where its stored are all in the private sector. In fact, chances are that the same technology that is hosting patient records is hosting that person’s credit card information at their bank as well.

The report, which measures the public’s attitudes to data use and privacy in England, Wales and Scotland, also references that despite the trust, the public sector has in fact reported more data breaches to the Information Commisioner’s Offices than its private sector counterparts. Now this could just be bad reporting by the private sector (although the EU is in the process of changing reporting regulations), but you have to ask whether this trust is misplaced?

As a B2B tech PR agency we have lots of clients supplying technology to both the public and the private sector. So we want to know how is it that the NHS is better at building trust with users than a bank, gaming or even telephone company?

What we do know is a trusted brand does better commercially so it’s worth the private sector learning lessons from the public sector on being transparent about its service delivery.

We also think that maybe companies could offer service charters in the same vein as patient charters? Charters that give us the ability to seek financial recompense when service fall short of targets. I for one would be overjoyed to see interest on my credit card drop when the company concerned fails to answer my call within two minutes; or a block of free calls for every minute you’re on hold with the telephone company. That might get them to resource peak calling times better.

There must be lots of examples of where the NHS is delivering services better, and equally lots of examples of how we could keep companies accountable. Let us know your favourites.

Claire Lamb is a consultant at Skout. She’s worked in technology PR for 20 years and has survived more bubbles than Michael Jackson.

About this article

Read time:

4 minutes

Category:

Opinion

What to look out for when selecting a tech PR agency

Content with your B2B content? How to make it worker smarter and harder to achieve your marketing goals

Browse more blog posts

Posted on
byJames Bentley
If you’re in the wonderful world of tech, selecting a PR agency will be one of your big decisions. The right tech PR agency will significantly increase your brand’s reputation, market visibility and, ultimately, success. Here’s what you should be looking for: Industry experience and expertise Look for an agency with a proven track record in tech PR. They should...
Posted on
byRebecca Brown
There aren’t many B2B marketers out there who don’t spend a lot of time thinking about content and how to best use it to engage their audiences. In fact, over 70% believe content is becoming increasingly important in driving overall marketing success. But just because it’s the right thing to do, doesn’t always mean it’s done right. Audiences are being...
Posted on
byJames Bentley
Whatever stage your tech business is at, whether you are pre-revenue, or scaling up, PR has an important role to play in pushing you to the next level. As a staple part of Skout’s heritage, we have seen the tech PR landscape morph and shift over the years. But the core reasons why PR in the field is beneficial for...
Posted on
byJames Bentley
B2B market research serves many crucial purposes for companies working in the business-to-business (B2B) sector. Here we will look at some of its most common objectives. Understanding customer need B2B market research helps businesses to understand the needs, wants, preferences and pain points of other businesses. This knowledge can help with a range of things. These might include the creation...
Posted on
byIsobelle Yoxall
Podcasts have surged in popularity, boasting a staggering 464.7 million listeners globally in 2023, a number expected to climb to 504.9 million by 2024. This trend shows no signs of slowing down, as new content creators, including influencers, YouTubers, and B2C brands, are embracing podcasts. Even major corporations like Johnson & Johnson and McDonald’s have joined the podcast wave. This...
Posted on
byJames Bentley
Business-to-business (B2B) content marketing is a way for one business to reach and connect with other businesses in its target audience. Direct sales are not the focus of content marketing. Instead, it’s all about the creation of relevant and informative content that attracts and engages prospects from other businesses or organisations and converts them into loyal customers. Building trust, establishing...
Posted on
byJames Bentley
If you’re a business and you have a product or service that you know other businesses would love, it’s time to start your B2B PR journey. Your efforts should focus on building relationships, increasing brand visibility and fostering trust among these other businesses. B2B PR requires an approach that is tailored to the business landscape rather than the individual consumer...
Posted on
byJames Bentley
In the dynamic landscape of B2B marketing, understanding various strategies is crucial for marketing efforts to be successful. With the right approach, you can propel your company to new heights and forge fruitful partnerships. Here, we outline the four types of marketing that can help revolutionise your business. 1. Content B2B marketing Content marketing is the backbone of any successful...
Posted on
byJames Bentley
For businesses intending to reach and engage potential customers effectively, B2B email marketing is a cornerstone in today’s ever-evolving digital landscape. When used correctly, it can drive leads, nurture relationships and ultimately boost revenue. If you have ever wondered how to begin B2B email marketing, look no further than this step-by step guide. 1. Define your goals and target audience...
Posted on
byLee Simpson
Whether you call them Key Opinion Leaders, influencers or simply celebrities, leveraging the reach of influential people in various industries has long been part of PR strategies. The definition of what an ‘influencer’ is varies and the concept is nothing new; in our business a journalist can be an influencer, able to shape public opinion and raise awareness of new...

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.