Trend: Contrary to conventional wisdom, trust in corporations is
growing in America, according to Edelman's most recent Trust
Survey. Forty-eight percent of U.S. opinion leaders express trust
in business. That number is up from 41 percent in June 2002. The
numbers differ dramatically in Europe, however, where trust is down
eight points to 35 percent. The survey also found:
- 71 percent of opinion leaders in the U.S. and 57 percent in
Europe trust the company they work for. - More than 44 percent of opinion leaders say that articles in
business magazines and newsweeklies are the most credible source of
information, while corporate advertising is rated least
credible.
Tactics: Focus more energy and resources on PR to keep trust
increasing in the United States - after all, more than half of
opinion leaders still don't trust business - and to move the needle
in Europe.
- If you are a multinational organization, be sure your
communications take into account European sectors and especially
employees outside the U.S. - Continue to make transparency a goal; Edelman says U.S.
corporations' efforts under the Sarbanes-Oxley legislation and
other regulations are behind the boost in trust.