Allegory opened its doors in 2012. Since then we’ve helped universities, government organisations, technology and innovation companies to tell their story to a vast range of audiences around the world. And we’ve won some awards in the process.
As our clients have grown and evolved, we have become the UK’s specialist data communications agency, with unrivalled experience, relationships and knowledge. Indeed, 2021 saw Allegory publish a report setting out the urgent need for organisations to establish and grow their Corporate Digital Responsibility (CDR), an emerging field of corporate governance and ethics
In 2022, we’re celebrating a decade of great clients, great results, a great team, and hard work, with a campaign of our own: Why data drives reputation. At the centre of the campaign will be six thought-provoking articles, written by company leaders and opinion formers, each exploring how data and ethical business processes will continue to change our communications world in the decade to come. Our six topic areas and authors are below.
We’ll be publishing these articles at regular intervals throughout 2022, and we’d love to hear what you think about them. Make sure you get to read them all by subscribing to receive them directly in your inbox and following us on Twitter and LinkedIn.
Chapter 1: Valuing data
Author: Louise Burke, Managing Director, The Open Data Institute
From online shopping suggestions to recommended shows on Netflix, data now shapes many aspects of our lives. Over the past decade, organisations have accumulated and acquired huge amounts of data and have spent billions on managing it and using it to their advantage. Whilst society has benefited from these data-targeted services, people have become increasingly sensitive about how their personal data is used.
This article will look at how good data governance should be front and centre for all businesses: an essential element of the brand promise made to customers, shareholders and stakeholders. When done well, the data story told to these groups can add huge value to a brand’s equity, its loyalty and to its bottom line. But poorly managed, data is an incendiary asset. Lose it, abuse it, or ignore it and the cost goes well beyond any financial penalty.
Chapter 2: Understanding changing audience behaviour
Author: Mark Chambers, Head of Corporate Communications, Department for Education
Whether it’s Apple trying to lure millennials to buy the latest iphone, or the NHS encouraging hard-to-reach-groups to get vaccinated, effecting change and action relies on understanding behavioural triggers, and that requires organisations to collect and analyse the right data.
This piece will address how behavioural science and the data that drives it is starting to take root in strategic communications, guiding the direction of campaigns, steering the creative process and providing the benchmark for evaluation.
Chapter 3: Countering misinformation and building trust
Author: Sana Bég, Director of Communications, Médecins Sans Frontières South Asia
The past five years have seen an exponential rise in the dark art of online influencing and the spread of misinformation. Hostile actors – whether sovereign states, groups or individuals – have used the proliferation of online social channels to target society with factual ambiguity, political spin and blatant untruths.
So how do organisations cut through this blanket of mistrust? This article will examine how ethically responsible businesses can communicate to their audiences in a manner that is seen as authentic and trustworthy.
Chapter 4: Creating compelling content with data
Author: Sian Freestone-Walker, Associate Director of Client Services, Allegory
As competition for column inches intensifies against a backdrop of editorial cutbacks, how can organisations develop content that really lands with its audiences? Data is key. When packaged in an authentic way, data can illustrate and provide independent evidence for the story being told.
This piece will examine how data-rich organisations can maximise their competitive advantage by using their data to create high-quality, action-focused content that aligns with the beliefs and emotions of their audiences, and has the greatest chance of effecting change.
Chapter 5: Building thought leadership in a digital age
Author: Charlotte McLeod, CEO, Allegory
I’ve chosen to write about thought leadership. This is a type of content that seeks to provide the best answers to the biggest questions on the minds of target audiences on particular topics, in formats the audience likes to consume. Quality thought leadership is increasingly important if an organisation is to build its reputation, influence key stakeholders, and drive change. But gaining cut-through has never been more challenging thanks to the rise of ‘click-bait’ and the ongoing decline of editorial media space. There is also increasing evidence that the younger demographics turn away from brands that fail to take a stand on the global issues they are concerned about.
This piece will look at how business leaders can stand out in a competitive media landscape by making known their commitment and position on key issues, such as diversity, equity and inclusion; sustainability and ethical supply chains, backed up by the data they hold.
Chapter 6: Measuring impact
Author: Richard Bagnall, Chairman, AMEC (International Association for Measurement and Evaluation of Communication)
As communicators, we start most campaigns by thinking about the end: the impacts we want to achieve, how we will evaluate them and the data we need to evidence change. However measuring impact has a myriad of challenges, especially for smaller organisations who struggle to access expensive proprietary tools, and for communicators delivering clever campaigns whose impact is often not seen for many weeks, months or even years.
So how do we prove we’re delivering on our objectives for our clients, our boards and others in our companies? This article will look at the new tools and techniques for analysing and pinpointing impact, and how data-rich organisations hold the evaluation advantage.
Here at Allegory, we hope you enjoy these articles and find value in them. Please share your views – we’d love to get some conversations started. Do you think data drives reputation?
Goodbye for now, we will be publishing our first article soon!
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