Your new post is loading...
...I want to share some of their [Edelman Trust Barometer] findings here because understanding them will help everyone build and grow better companies. This isn’t just a PR topic. It affects everything: Brand management, communications, operations, retail, customer service… everything.
First, the checklist. Below is a graphic that shows 16-trust building attributes every organization needs to be aware of (and gauge). It looks like this year, Edelman added categories (what they call trust performance clusters): Engagement, Integrity, Products & Services, Purpose, and Operations. I can’t poke a hole into this. It’s solid....
This post focuses on the trust gap between organizations and their leadership. CEOs have less than 50% approval rating but only 18% of people expect them to tell the truth and only 13% of political leaders to tell the truth. PR pros and reputation doctors will be busy for decades...