Abstract
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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
