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Edelman release 2008 Trust Barometer survey

{ Tags: None \ Jan22 }

As my mate, Simon Collister let me know today, Edelman’s released this year’s (and the eighth I believe) Trust Barometer survey. I already knew, though, as he and David Brain were ‘live tweeting‘ it this morning. Here’s a snippet:

OVERALL MOOD

  • Generally improving mood on trust: ‘opinion elites’ in many countries show significant increases in trust scores for specific companies, and credibility scores for media sources and spokespeople.

MEDIA

  • The voice of media is back - Traditional news sources still hold the greatest credibility, with webbased, peer-to-peer sources continuing to play an influential role.

BUSINESS

  • Trust in Business is a trend, and not a one-year blip. Business ties with NGOs as the trust leaders globally
  • Significant increases in business trust in the U.S. and Japan, and drops in China and Sweden.
  • US trust in business is at historical high 58% in 2008 vs 44% in 2002

YOUNG OPINION LEADERS

  • 25-34 year old Young Influentials give business a new entrance for engagement
  • 25-34 Young Influentials use multi sources of information and are more trusting of several.

SPOKESPEOPLE

  • Person Like Yourself” and experts (such as documents, academics, industry analysts) continue to represent the most credible spokespeople; not the CEO
  • Companies must change the way they communicate to opinion leaders. They should blend ‘traditional high level communications’ with peer-to-peer efforts.
  • Person like yourself defined by common interests rather than shared demographic features and attributes. Communities are not geographically contained.

TRUST ACTIONS

  • Elites will act positively based on trust or negatively based on distrust in companies.

ONLINE

  • Use of web-based information sources (e.g., online forums, social networking, video-sharing sites), is particularly high in the countries which have typically had the most government control over media, such as China and Russia.
  • The majority of young opinion elites in these two countries are using online forums and social networking sites to get information about companies.

The Author Stephen is managing director of 3W PR, a UK based online PR consultancy. You can connect with him on Twitter or check out his LinkedIn profile. | Email Stephen
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