Reviewing the Edelman Trust Barometer
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Transcript of Reviewing the Edelman Trust Barometer
TRUSTEDELMAN TRUST BAROMETER
EDELMAN’S REACH
• Edelman’s 15th annual survey.
• 33,000 surveyed in 27 countries.
• Asked about govt, media, biz and
NGOs.1/16/2015EDELMAN TRUST BAROMETER 2
TRUST
Trust is a forward-facing
metric of stakeholder
expectation.
1/16/2015EDELMAN TRUST BAROMETER 3
TRUST DRIVES MARKET ACCEPTANCE
More than half of the global
informed public believe the
pace of development and
change in business today is
too fast.1/16/2015EDELMAN TRUST BAROMETER 4
TRUST VS GREED
People think business
innovation is driven by greed
and money, not a desire to
improve lives.1/16/2015EDELMAN TRUST BAROMETER 5
TOWARDS TRUSTED INNOVATION
Building trust is essential to
successfully bringing new
products and services to
market.1/16/2015EDELMAN TRUST BAROMETER 6
TOWARDS TRUSTED INNOVATION
• Demonstrate societal
benefits.
• Behave with integrity.
• Engage with stakeholders.1/16/2015EDELMAN TRUST BAROMETER 7
TRUST IN INNOVATION
1/16/2015EDELMAN TRUST BAROMETER 8
WHAT DRIVES BUSINESS TRUST?
1/16/2015EDELMAN TRUST BAROMETER 9
TRUST IN INNOVATIONS VARY.
1/16/2015EDELMAN TRUST BAROMETER 10
TRUST VS ABILITY TO IMPLEMENT TRUST
1/16/2015EDELMAN TRUST BAROMETER 11
BUILDING TRUST IN INNOVATION
1/16/2015EDELMAN TRUST BAROMETER 12
THE POWER OF ENGAGEMENT
1/16/2015EDELMAN TRUST BAROMETER 13
THE FACTORS OF TRUST
1/16/2015EDELMAN TRUST BAROMETER 14
DISCOVERY
1/16/2015EDELMAN TRUST BAROMETER 15
BENEFIT
1/16/2015EDELMAN TRUST BAROMETER 16
INTEGRITY
1/16/2015EDELMAN TRUST BAROMETER 17
ENGAGEMENT
1/16/2015EDELMAN TRUST BAROMETER 18
BUILDING TRUST
1/16/2015EDELMAN TRUST BAROMETER 19
FIVE PERFORMANCE CLUSTERS
• Integrity
• Engagement
• Products & services
• Purpose
• Operations1/16/2015EDELMAN TRUST BAROMETER 20
THE MOST IMPORTANT ELEMENT IN TRUST
Integrity.
Followed closely by
engagement.1/16/2015EDELMAN TRUST BAROMETER 21
SPECIFIC SUGGESTIONS
Ethical business functions.
Taking responsibility in
crises.
Transparent business
processes.
Listening to customers.1/16/2015EDELMAN TRUST BAROMETER 22
PRIORITY AREAS IN BUILDING TRUST
1/16/2015EDELMAN TRUST BAROMETER 23
ABOUT EDELMAN
• World’s largest PR firm.
• More than 5,000 employees.
• In 65 cities with affiliates in 35
more.1/16/2015EDELMAN TRUST BAROMETER 24
DISCUSSION ON @FIRPODCAST 792
1/16/2015EDELMAN TRUST BAROMETER 25
COMMENTARY IN THE FIR PODCAST COMMUNITY
1/16/2015EDELMAN TRUST BAROMETER 26
AUDIO ALSO IN SHARED AUDIO
FOLDER
1/16/2015EDELMAN TRUST BAROMETER 27
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