FIR #486: Measuring Sentiment Won’t Help You Maintain Trust

Sentiment analysis has become a default metric for communicators. If sentiment is positive, trust must be high. But if your company's words are diverging from its actions, trust could be eroding while sentiment remains constant. You won't know until it's too late. The new metric to consider is "trust velocity." Neville and Shel unpack it in this monthly long-form episode for October 2025. Also in this episode:

• Is rage bait a valid marketing tactic?
• Lloyd Bank's CEO and executive team are learning AI to reimagine the future of banking with generative AI
• A McKinsey report recommends that public affairs teams begin to factor geopolitical issues into their thinking
• When conduct, culture, and context collide: Three crisis case studies reviewed
• German firm launches ad campaign after its lift is used in the Louvre heist

In his Tech Report, Dan York reports on AI browsers and Mastodon's approach to BlueSky-like starter packs, but in a consent-based manner.
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