At #PRAXIS12, Page Society CEO Urges Brands to Define Character & Earn Public Trust
At #PRAXIS12, Rochelle Ford, Chief Executive Officer of the Page Society, took the stage with warmth and gravitas, speaking on the theme “Using Compelling Stories to Build Authenticity.” Her keynote was a timely reminder of why communications professionals are more than just storytellers – they are ‘guardians of trust’.
Rochelle began by revisiting the guiding light of the Page Society – Arthur W. Page’s principles, which remain as relevant today as they were decades ago. “Our goal,” she said, “is to create community among the world’s senior communication leaders to help them improve business and society.”
She unpacked the seven Page Principles, each resonating deeply with the audience:
- Tell the truth
- Prove it with action
- Listen to the stakeholder
- Manage for tomorrow
- Realize a company’s true character is expressed by its people
- Conduct public relations as if the whole company depends on it
- Remain calm, patient and good-humored
Tracing history, Rochelle painted a vivid picture of Arthur W. Page, a journalist-turned-communications pioneer who became the first vice president of PR – but on his terms. “He insisted on being a member of the C-suite and a strategic advisor to the CEO,” she explained. That insistence set the tone for what PR could truly achieve – not just publicity, but purpose.
But Rochelle didn’t shy away from the hard truths. “Globally, the fear that leaders lie to us is at an all-time high,” she said, citing Edelman’s Trust Barometer. Trust in both media and business is under immense strain – and that, she argued, is precisely why communicators must double down on authenticity.
“It’s time to build authentic connections – and authenticity is in the eyes of the beholder,” she said. For Rochelle, authenticity starts from within: with organizational culture. “Corporate communications leaders must first define their company’s character. Then, every action taken must reinforce that character.”
She pointed to a heartening insight from Edelman’s study: confidence in business as a force for good is significantly higher in India (at 45%), compared to many other countries. “This is an opportunity,” she encouraged, “to lead with purpose and show society what responsible business can achieve.”
It was on a note of optimism that her keynote ended, urging PR leaders to see themselves not merely as messengers, but as architects of trust. “When we tell the truth, act on it, and keep listening, we don’t just build reputations — we build better futures.”
Her message was loud and clear: authentic storytelling is not a tactic, it’s a commitment. And what is interesting is that for communicators willing to embrace this responsibility, the rewards go far beyond brand love – they create meaningful, lasting impact.
Speaking about trust being rebuilt today, in a conversation with Shashikant Someshwar, The Weber Shandwick Collective India brought up the issue of trust being rebuilt today. Her answer was quick and clear – “It’s above brand proposition”.
Any advice for communication leaders who can direct corporate leaders? Rochelle’s take was firm and simple – you have to be ready to take a risk. Sometimes the values have to make need me to be silent. The best example of communication is what we don’t see in the news, because we have handled it silently.
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