Thought Leadership as a trust strategy in global markets: Goldman Sachs’ promotion of the ‘BRICs’ in the marketplace of ideas

Bourne, Clea D.. 2015. Thought Leadership as a trust strategy in global markets: Goldman Sachs’ promotion of the ‘BRICs’ in the marketplace of ideas. Journal of Public Relations Research, 27(4), pp. 322-336. ISSN 1062-726X [Article]

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Abstract or Description

Thought leadership has become an important means of building trust in global markets. The term, used to describe the intellectual firepower assembled and published by organisations, is frequently linked with public relations (PR) activity. This article examines Goldman Sachs’ highly-successful campaign to promote the BRICs concept, exploring the firm’s use of thought leadership as a trust production strategy. It is concluded that trust production is a shared performance by a range of experts, including PR practitioners. This shared performance helps promote certainty in companies’ skill and experience, paving the way for new products and processes, market expansion, and company profits.

Item Type:

Article

Identification Number (DOI):

https://doi.org/10.1080/1062726X.2015.1027772

Departments, Centres and Research Units:

Media, Communications and Cultural Studies

Dates:

DateEvent
3 August 2015Published

Item ID:

13810

Date Deposited:

02 Oct 2015 16:48

Last Modified:

27 Jun 2017 13:44

Peer Reviewed:

Yes, this version has been peer-reviewed.

URI:

http://research.gold.ac.uk/id/eprint/13810

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