Hello everyone! After a little break, I am back to blogging… you all missed me, didn’t you?
As you can tell from the title of this post, this week I’m going to talk about the 2019 Edelman Trust Barometer.
First of all, what’s it? The Edelman Trust Barometer is the company’s annual global trust survey which aims at measuring the state of trust across a number of institutions and sectors, such as in businesses, the media, government and NGOs.
First carried out in 2001 across five countries only, it has now turned into a global measurement of trust across the world, involving in 2019 33,000 participants in 27 countries.
According to the report, “My Employer” is the most trusted entity. People expect CEOs to speak up on public agendas and issues (67%), considering them the key to rebuilding societal trust. This is a great opportunity for employers to make the difference in society and improve their employees’ life by educating them on the issues of the day with fact-based information and on the importance of volunteering for the community.
The report also shows a high rise in news consumption – from 50% to 72%. However, while trust in news media is higher compared to last year, trust in social media is in crisis, with 73% of respondent worrying about false information and fake news being used as a weapon.
The fact that interested me the most is that “women trust less”. Considering the number of events happened in 2018 – with the #metoo movement, female presence in the Gilet Jaunes protests and the UK celebrating 100 years since women got the right to vote – a section of the report has been dedicated to investigating any difference between trust among men and women.
The findings show that, overall, women trust less than men. The largest trust gap regards to trust in business (7 points). Considering the gender pay gap and the lower number of female CEOs, we shouldn’t be surprised that women trust less by default.
So… what is the role of PR?
Despite the low level of trust, people are still consuming news.
In this era of public concerns and privacy issues, building and maintaining a strong reputation between an organization and its public is more important than ever.
PR has to make sure to deliver timely, honest and accurate news to regain the trust of the public for an organization.
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For more information about levels of trust read the executive summary at https://bit.ly/2GtFg1c
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The PR Girl 