Do people trust what you say?
A recent survey conducted by global Public Relations firm, Edelman, found that consumers are increasingly more likely to trust businesses than government or media in regards to information received from them.
The eighth annual Trust Barometer surveyed 3,100 opinion leaders and measured trust in institutions, companies, and sources of information in 18 countries. The following results where released:
- Business is more trusted than either government or media in every region of the globe.
- Business is more credible than government or media in 13 of the 18 countries surveyed.
- More respondents, in 16 of the 18 countries, felt that companies have more of a positive impact on society than a negative impact.
- 53% of US respondents indicated that they trust business, which set a record high for the survey. This shows a significant increase from the 44% reported in 2002, directly following the Enron and WorldCom fiascos.
- France, Germany, and the UK reported 34% of people trust business, relative to media rating 25% and government 22%.
- This survey showed the lowest levels of trust in government in France, Germany, and the UK ever recorded.
- Asia, which for survey purposes included China, Japan, India, and South Korea, reported 60% trust in business, while government and media both rated 55%
"Business is seeing a rebound in trust because of strong economic growth, visible consequences for executive malfeasance, and success in solving problems facing society. Business has a clear opportunity to assume a leadership role on major issues, from climate change to privacy," said Richard Edelman, president and CEO of Edelman.
(Source: www.edelman.com 2007)
With the current trend of increasing trust in business information, it is no surprise that business communications efforts, such as newsletters and informational brochures are so effective in reaching your target audience – your customers.