2009 the edelman trust barometer korea report

Korea Report

2009 Edelman Trust Barometer

2009 Edelman Trust Barometer at a glance

Tenth edition, fourth to include Korea data

4,475 people in 20 countries on 5 continents

Ages 25 to 64

- Two age groups concurrently (25~34 and 35~64)

“Opinion elites” meeting the following screening criteria:

- College-educated

- In top 25% of household income per age group in each country

- Report significant media consumption and engagement

in business news and public policy

A Decade of Insights from the Edelman Trust Barometer

3

Rising Influence of NGOs2001

Fall of the celebrity CEO2002

Earned media more credible than advertising2003

U.S. companies in Europe suffer trust discount2004

Trust shifts from “authorities” to peers2005

“A person like me” is most credible spokesperson2006

Business more trusted than government and media2007

Young influencers have more trust in business2008

Koreans more likely to criticize companies they

distrust

Korea leads the world in trusting the internet and

blogs in sharing credible information

Rising trust in Government, Media and NGOs but

Korean business facing eroding trust overseas

What a Difference a Year-and-a-Half Makes

January 19, 2009May 14, 2007

Key Themes in 2009 for Business in Korea

• Trust in business takes major hit in Korea, particularly among financial,

automotive and, surprisingly, healthcare sectors:7/10 people trust business less compared to last year

Koreans trust business less compared to rest of Asia-Pacific as well as China, India, Japan and Indonesia

Koreans lost faith in American businesses but European companies maintain levels of trust despite troubling

economic conditions in 2008

• Young opinion leaders lose optimism and faith in Korean institutions:Trust eroded in business from 52% in 2008 to 32% in 2009

Trust in the media drops from 60% to 38%

• The NGO opportunity in Korea:Korea is significantly more trusting of NGOs compared to Asia-Pacific as a whole as well as individual

countries like Japan and Australia

• Rise of ‗authentic‘ employee and digital communications:Trust in employees as information sources shoots up from 28% to 40%

Trust in social networks almost doubles from 24% to 45% and conversations with peers and friends rises

from 40% to 62%

• Communication and trust more important for reputation than value for moneyValue for money scores 68% versus global score of 91%, even during prevailing downturn, and follows other

reputation factors like frequent communication and trusted company

―Every financial system depends on

trust...We are in a full-blown crisis

because investors and financial

managers—the people who run banks,

investment banks, hedge funds, insurance

companies—have lost that trust.‖

– Robert J. Samuelson, Newsweek

The State of Trust 2009

Richard S. Fuld Jr., former CEO, Lehman Brothers

1

7 out of 10 in Korea Trust Business Less Following Year of Economic

Troubles

7

A60 Thinking about everything you have read, seen, or heard about business in the last year, in general, do you trust corporations a lot less,

a little less, the same, a little more, or a lot more than you did at the same time last year? (Bottom 2 Box: Trust less) 25-64 Informed publics

in 20 countries

A lot less

A little less

The Same

A little more 8%

A lot more 1%

16%

53%

22%

62%

83%79%

77%74% 73%

69%67% 67% 67% 66%

62% 61%

56% 55% 54%50% 49% 49%

32%

21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%% who trust companies less

7 out of 10 in Korea Trust Business Less Following Year of Economic

Troubles

8

A60 Thinking about everything you have read, seen, or heard about business in the last year, in general, do you trust corporations a lot less,

a little less, the same, a little more, or a lot more than you did at the same time last year? (Bottom 2 Box: Trust less) 25-64 Informed publics

in 20 countries

Young Koreans Less Trusting of Business Compared to Rest of Asia,

Similar to Many Western Countries

Trust in business <50% among 25-to-64-year-olds

Trust in business >50% among 25-to-64-year-olds

39%

57%

71%

62% 63% 62%

43%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Korea Asia Pacific India China Japan Indonesia Australia

% who trust Business

Trust in Business in Korea Low Compared to Asia Pacific

10

A9. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use a 9-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL". The higher the number the more you TRUST them to do what is right. Let's start with… [INSERT FIRST. RANDOMIZE.ACCEPT ONLY ONE RESPONSE]. (Top 4 Box), informed publics aged 25-64

51%

58%

41%

75%

49%

74%

47%49%

35%

30%

45% 45%

61%

43% 42%

55%

61%

39%

54%

49%

38%

27%

65%

40%

65%

41%45%

33%29%

45%47%

63%

45% 45%

62%

69%

51%

71%

39%

68%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%2008 2009

Older (35-64) Opinion Elites‘ Overall Trust in Business in Korea,

However, Remains Steady

11

% who trust business to do what is right

A10. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that

institution to do what is right. Please use a nine-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine means

that you "TRUST THEM A GREAT DEAL". (Top 4 Box) Informed publics 35-64 (global 18 countries, excluding Australia, Indonesia)

Trust Down Trust Steady Trust UpNew

additions

in 2009

Trust in Business in Korea and Europe Remains Steady

despite Major Drop in US

12

44% 44%

48%

51%

48%49%

53%

58%

38%

32%

41%

35%

40%

36%

38%

34%

36%36%

46%46%

43%

45%

30%

35%

40%

45%

50%

55%

60%

2001 2002 2003 2004 2005 2006 2007 2008 2009

US UK/France/Germany Korea

A10. Business in general [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that

institution to do what is right. Please use a nine-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine means

that you "TRUST THEM A GREAT DEAL". (Top 4 Box) Informed publics 35-64 in the United States.

Enron, the dot-com bust

and September 11

20

point

drop in

US

U.S. is the new Europe

Older (35-64) Opinion Elites‘ Faith Remains Unwavered

13

A8-11. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that

institution to do what is right. Please use a nine-point scale where one means that you "DO NOT TRUST THEM AT ALL" and

nine means that you "TRUST THEM A GREAT DEAL.‖ The higher the number, the more you TRUST them to do what is right.

(Top 4 Box) Informed publics 34 (global 20 countries – Korean Data shown only)

43%

60%

40%

59%

45%

55%

38%

57%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Business Media Government NGOs

2008 2009

NB: changes in Business, Media and NGO are statistically significant with this data set

Young (25-34) Opinion Elites Lose Faith in Korea Institutions:

Business, Media and the Government

14

A8-11. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that

institution to do what is right. Please use a nine-point scale where one means that you "DO NOT TRUST THEM AT ALL" and

nine means that you "TRUST THEM A GREAT DEAL.‖ The higher the number, the more you TRUST them to do what is right.

(Top 4 Box) Informed publics 25-34 (global 20 countries – Korean Data shown only)

52%

60%

44%42%

32%

38%36%

60%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Business Media Government NGOs

2008 2009

NB: changes in Business, Media and NGO are statistically significant with this data set

The NGO Opportunity in Korea

NGOs most trusted institution in Korea and Globally, but not in Asia Pacific as a region

15

.

54%58%

51%50%

39%

57%

47% 45%

56%

43%

37%

52%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global Total Korea Asia Pacific

% who trust each institution

NGOs Business Media Government

A8-11. [TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you

TRUST that institution to do what is right. Please use a nine-point scale where one means that you "DO NOT

TRUST THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL.” The higher the number, the

more you TRUST them to do what is right. (Top 4 Box) Informed publics 25-64 (global 20 countries)

Technology Remains Most Trusted Industry Sector Globally

16

45%

46%

56%

53%

56%

59%

57%

55%

62%

61%

65%

77%

40%

42%

45%

50%

53%

55%

55%

55%

55%

57%

57%

66%

76%

Insurance

Media companies

Banks

Entertainment

Pharmaceuticals

Food

Retail

Energy

CPG manufacturers

Automotive

Health care industry

Biotech/life sciences

Technology

2009 2008

A25-37. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses

in each of the following industries to do what is right. Again, please use a nine-point scale where one means that you "DO NOT TRUST

THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics 35-64 in 18 countries 2008-2009

N/A

71%

49%

63%

68%

73%

61%

56%

60%

49%

73%

78%

65%

n/a

53%

31%

46%

52%

59%

49%46%

53%

43%

68%

81%

69%

35%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2008 2009

Trust Falls for Most Sectors in Korea, with Some Big Losers

Significant Losses in Trust, >10%

A25-37. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses

in each of the following industries to do what is right. Again, please use a nine-point scale, where one means that you "DO NOT TRUST

THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics 25-64 in the United States

17

66%

74%

61%

46%

58%54%

77% 77%

71%69%

61%

28%

39%

49%

73%

44%

39%

55%52%

76%

81%

76% 76%74%

10%

23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2008 2009

US, Chinese, Russian and Irish Companies Big Losers of Trust in Korea

A12-24. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companies

headquartered in the following countries to do what is right. Use the same nine-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine

means that you "TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics 35-64 in 18 countries

18

Trust in most European-based companies remains stable

(i.e. non-significant changes)

-17 -18 -16-17

http://www.flags.net/CANA.htm



―...our problem is not just

a deficit of dollars. It‘s a deficit of

accountability...a deficit of trust.‖

– Barack Obama

Lack of Trust Triggers Call for Shared Responsibility

2

Call for Stricter Regulations and Greater Control over Business Present in

Korea, although Less Certainty Compared to Global and Asian Trend

20

F146. The recent credit crisis and government bail-outs have led to debates on how much governments should intervene to regulate industry or

nationalize companies to restore public trust. Please tell me how strongly you agree or disagree that your government should in the future impose

stricter regulations and greater control over business across all industry sectors.(Informed publics 25-64 in 20 countries)

Agree, 65%

(64% in Asia

Pacific)

Disagree, 22%

Neither agree nor disagree,

12%

Don't know, 1%

Disagree, 33%

Neither Agree nor Disagree,

26%

Dont know, 0%

Agree, 41%

Informed Publics, Globally Informed Publics, Korea

What Should Government Do To Address the Issue Caused by the Recent

Financial Crisis?

21

F144. Given the recent financial crisis, which one of the following choices comes closest to your view on how your government should respond to

prevent future

Government should intervene in the activity of banks and the financial industry using

whatever means it sees appropriate, including lending money or guaranteeing deposits?

OR

Government should permit the free market to function independently, allowing banks and

other financial institutions to fail or be acquired?

Free Market, 33%

Don't Know, 3%

Intervention, 64%

2/3 still believe

government

intervention is

necessary

Informed Publics, Korea

Four Global Issues:

Who Is Responsible for Causing and Solving?

Global

Warming

Energy

Costs

Access to

Affordable

Healthcare

Financial

Credit Crisis

Government and Business Share Responsibility for Causing Global Issues

23

Korea‘s Perspective consistent with global data – responsibility is shared

.

61%

75%71% 71%

64%

71%

64%61%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Energy Costs Financial Credit Crisis Global Warming Affordable Healthcare

Government and regulators Businesses

E. 119-120, E124-125, 129-130, 134-135. Now thinking about (energy costs, financial credit crisis, global

warming, affordable healthcare), please tell me how responsible you think each of the following entities are for

contributing to (global issue)? TOP 4 BOX 25-64 informed publics in 20 countries (Korea data only shown)

Government Held Most Responsible for Solving These Issues

24

Despite being most trusted in Korea,

NGOs not considered most responsible for solutions

.

65% 67%

52%

80%

22% 24%

36%

13%

3% 1% 1% 1%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Energy Costs Financial Credit Crisis Global Warming Affordable Healthcare

Government and regulators Businesses NGOs

E138. And which ONE entity do you think should be MOST responsible for (solving each global issue)?

Informed publics 25-64 in 20 countries (Korea Data only shown)

Business Has Lost Ability to Lead Unilaterally

Must Partner with Others to Solve Global Issues

25

Only businesses in Latin America face greater expectation for partnership than Korean business

66%

56%61%

65%

83%

69%

75%

31%

40%35% 33%

15%

29%23%

3% 2% 4% 2% 1% 2% 2%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global North America EU Asia-Pacific Latin America BRIC Korea

Partner with governments and third parties Do what it can alone Play no role

E139. Thinking about the role that business should play in helping to solve global issues such as energy costs, the financial credit crisis,

global warming, or access to affordable healthcare, which of these following three statements is closest to your view? Business has to

partner with governments and advocacy groups to solve these global issues, it cannot do it alone; OR Business should focus on what they

themselves can do on these global issues, whether or not governments or others partner with them ; OR Business should not play a part in

helping to solve these global issues (Informed publics 25-64 in 20 countries)

"I understand your disappointment,

your anger. This situation is perfectly

unacceptable.‖

-Daniel Bouton,

-former CEO of Société Générale

Who Can We Trust?Trust in Information Sources & Spokespeople Declines Across the Board Globally

Rise of ‗Authentic‘ Regular Employee and Digital Communications

3

Friends and Peers, along with Experts and Traditional News Sources

Most Credible Sources of Information in Korea

C95-98,103. [TRACKING] Now I‘m going to read you a list of places where you might get information about a company. Please tell me how

credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat

credible, or not credible at all? (Top 2 Box), Informed publics ages 25-64 in 20 countries

25%

31%

35%

39%

44%

45%

46%

50%

55%

56%

56%

58%

60%

61%

62%

62%

Corporate or product advertising

A company's own Web site

Senior management speech or interview

Corporate communications

Wikipedia or web portals

Social networking sites

Personal or non-business blogs

Business blogs

Conversations with company employees

Articles in business magazines

Internet search engines

Articles in newspapers

Television news coverage

Stock or industry analyst reports

News coverage on the radio

Conversations with friends/peers

27

In Korea, Mainstream Media Still are the Most Credible

and Digital Media are Rising Up

28

C95-110. [TRACKING] Now I‘m going to read you a list of places where you might get information about a company. Please tell me how


credible, or not credible at all? (Top 2 Box), informed publics ages 35-64 in 18 countries (Korea data shown only)

0%

10%

20%

30%

40%

50%

60%

70%

80%

2006 2007 2008 2009

Articles in business magazine

TV news coverage



Internet search engines

Business blog

Personal blog or bulletin boards

Social networking sites

blogs

The Internet general

Mainstream media

Digital media

Trust Wanes for Traditional Information Sources Globally

Ranking Stays Consistent



credible, or not credible at all? (Top 2 Box), Informed publics ages 35-64 in 18 countries

56% 57%

49% 49% 49%47%47%

44%40%

38%36%

34%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Stock or industry analyst reports

Articles in business

magazines

Conversations with your friends

and peers


Television news coverage


2008 2009

29

Korea Ahead of Global Trends in the Trust of New Digital Communications



credible, or not credible at all? (Top 2 Box), Informed publics ages 35-64 in 18 countries (Korea data shown only)

27%

15%

23%

34%

19%16%

43% 42%38%

60%

47% 47%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Free content sources, such as

wikipedia or webportals

Social networking sites (such as MySpace or Facebook)

A company‘s own website

Internet search engines e.g.

Google news, Yahoo news

Business blogs Personal or non business blogs or

bulletin boards

Global Korea

30

Korea is an ideal test bed for engaging online audiences in meaningful dialogue (before other global

markets)

Trust in ‗Non-Controlled‘ Digital Information Rises in Korea

Overtakes Company‘s Own Website



credible, or not credible at all? (Top 2 Box), Informed publics ages 35-64 in 18 countries (Korea data shown only)

25% 25%

32%

43% 42%38%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Free content sources, such as wikipedia or webportals

Social networking sites (such as MySpace or Facebook)


2008 2009

31

Organizations in Korean should engage with online audiences in meaningful dialogue

40%

35%

25%

39%

31%

25%

Corporate communications such

as press releases, reports and emails


Corporate or product advertising

2008 2009

Employees More Trusted than Corporate Communications in Korea

C99-101,109,110. [TRACKING] Now I‘m going to read you a list of places where you might get information about a company. Please tell

me how credible you believe each one of them is as a source of information about the company—is it extremely credible, very credible,

somewhat credible, or not credible at all? (Top 2 Box), Informed publics ages 25-64 in 18 countries

32

55%

35%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Conversations with company

employees

Live communication such as a CEO

speech

2009

Employees

Trusted

More

Experts Trusted As Spokespeople over CEOs and Public Officials in Korea

D112-118. [TRACKING] Now I‘m going to read you a list of people. In general, when forming an opinion of a company, if you heard

information about a company from that person, how credible would the information be—extremely credible, very credible, somewhat

credible, or not credible at all? (Top 2 Box) Informed publics 35-64 in 18 countries

33

57%61%

50%

55%

27%

41%

33%

57%

47%45% 45%

36%33%

26%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

An academic or expert on that

company's industry or issues*

Financial or industry analyst

A person like yourself

Non-profit organization or

NGO representative

Regular employee of a company

CEO of company Government official or regulator

2008 2009

*asked as “an

academic” in 2008

Employees and ‗people like me‘ exert powerful influence (private sources of information)

Regular Employees on

credibility par with CEOs

Informed Publics Need Information from Multiple Sources, Multiple Voices

34

C111. Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do

you need to hear something about a specific company to believe that the information is likely to be true? Please give me a number.

25-64 Informed publics

Once (1) 2% Twice

(2) 9%

Three times (3) 46%

Four or five times (4-5) 24%

Six to nine times (6-9) 5%

Ten or more times (10+) 13%

Don‘t know/refused (vol) 2%

3-5 times

70%

7/10 need to hear it 3-5 times to believe it in Korea

―Trust is the cornerstone for the

survival of an enterprise and a society.

As an established brand in the country's

dairy sector, Sanlu's growth originated

from people's confidence in it.‖

– China Daily

The Business Case for TrustReputation, Sales, and License to Operate Driven by Trust and Transparency

4

Drivers of Trust in Business in Korea (Top 4 Factors)

Trusted Quality and High Quality Products on Top

36

68%

77%

83%

84%

85%

85%

87%

87%

88%

89%

91%

92%

Has senior leadership that can be trusted

Stays within the spirit and the letter of the law in [country]

Gives value for money

Communicates frequently and honestly on its business

Is a company that treats its employees well

Commits time, money and resources to the greater public good

Has a strong financial future

Is an innovator of new products, services or ideas

Has a strong commitment to protect the environment

Creates and keeps jobs in your area

Offers high quality products or services

Is a company I trust

B62-73. When you think of good and responsible companies, how important is each of the following factors to the overall reputation of the

company? Please use a nine-point scale where one means that factor is ―not at all important‖ and nine means it is ―extremely important‖ to

overall reputation. (Top 4 Box) 25-64 Informed publics in 20 countries

Communication and Trust More Important for Reputation than Value for Money

in Korea (bucks global trend)

37

91%

91%

91%

83%

92%

84%

Gives value for money

Is a company I trust

Communicates frequently and honestly on its business

Korea Global

B62-73. When you think of good and responsible companies, how important is each of the following factors to the overall reputation of the

company? Please use a nine-point scale where one means that factor is ―not at all important‖ and nine means it is ―extremely important‖ to

overall reputation. (Top 4 Box) 25-64 Informed publics in 20 countries

Through Personal Action, Trust Has Tangible Benefits

38

29%

50%

79%

75%

46%

65%

69%

82%

92%

Personal actions taken with trusted and distrusted companies in Korea

B74-78 Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please

answer yes or no to each action.

B79-82. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust?

Please answer yes or no to each action. Informed publics 25-64 in 20 countries

Chose to buy their products/servicesRefused to buy their products/services

Recommended them to a friend or colleagueCriticized them to a friend or colleague

Paid a premium for their products/services

Bought sharesSold shares

Shared positive company opinions/experiences onlineShared negative company opinions/experiences online

– +

How Should Business Act When Problems or Difficulties Arise?

39

B83-90. How much would you trust companies to take the following actions when problems or difficulties arise? Please use a 9-point scale

where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL‖ to take this action

when problems arise. [ROTATE ITEMS; REPEAT SCALE ONLY AS NECESSARY] (Korea Data Shown Only)

44

47

49

58

60

62

63

73

Cap pay for executives who are accountable for the problems

Fire any executive or employee found to be guilty of wrongdoing

Have senior executives take a visible lead in communicating about the problems

Partner with governments, or other third parties to solve the problems

Make full public disclosure about the problems and their causes

Admit their mistakes when things go wrong

Make significant changes so the problems don’t happen again

Act quickly to correct problems

How Trust Lends Support for Business Activity in Korea

40

B91-94. Thinking now about how companies operate in your country, how supportive would you be towards a good and responsible company

being allowed to… [INSERT FIRST]? Would you be not at all supportive, not very supportive, neutral, somewhat supportive or very supportive

towards a company operating in your country taking this action? [ACCEPT ONE RESPONSE]

37

49

51

58

Have foreign investors take a controlling interest in local companies

Seek preferential treatment for tax, employment or environment

Pursue changes in local laws or changes in planning permission

Sell their products or services in your market

Less than majority would allow foreign companies to take a controlling interest, even if trusted

Rebuilding Trust

The Power of Public Engagement

5

―IT services are unlike hardware or

software in that they focus on a

relationship with a ‗trusted partner,‘

rather than on a product. We believe

Satyam‘s difficulties have considerably

diminished its ability to retain and

inspire this trust.‖

– Partha Iyengar, Vice President,

Distinguished Analyst, Gartner

Ramalinga Raju, Chairman, Satyam Computers

Public Engagement: A Strategy for Changing

Policy and Communication

Shared

Sacrifice

Continuous

Conversation

Private Sector

Diplomacy

Mutual Social

Responsibility

Private Sector Diplomacy

Shape policy on world‟s most pressing

problems, including ones that don‟t concern

company‟s industry

Partner with government, NGOs to drive

decision-making and set strategy on major

societal issues

― …Come together—government, NGOs and

business—in new approach to solving big

problems facing our country. … This can work.‖

– H. Lee Scott, Jr.,

President and CEO, Wal-Mart

Shared SacrificeContinuous

Conversation

Private Sector

Diplomacy

Mutual Social

Responsibility

Mutual Social Responsibility

Benefit society and the bottom line

Integrate approaches to societal

problems into products and services

Involve employees and customers in

decisions and actions about company‟s

social responsibility

Starbucks invites customers to

partner as a force for good


Conversation

Private Sector

Diplomacy

Mutual Social

Responsibility

Shared Sacrifice

Set collaborative tone for company:

we‟re all in this together

Equitable compensation (executive pay cuts, bonus

forfeiting) sends powerful message

Communicate with employees, welcome their voices


Conversation

Private Sector

Diplomacy

Mutual Social

Responsibility

―Heavy equipment maker Caterpillar

Inc announced in late December it

would cut executive pay in half, and

many salaried employees would see

cuts of as much as 15 percent.‖

– Wall Street Journal

Continuous Conversation

Be agile and “of the moment”

Inform, don‟t control the

conversation

Say... then do as you say

Johnson & Johnson among first

companies to join public

conversation on health


Conversation

Private Sector

Diplomacy

Mutual Social

Responsibility

47

About the Edelman Trust Barometer

The 2009 Edelman Trust Barometer is the

firm‟s 10th trust and credibility

survey. The survey was produced by

research firm StrategyOne and consisted of

30-minute telephone interviews using the

fielding services of World One from

November 5–December 14, 2008. The 2009

Edelman Trust Barometer survey sampled

4,475 informed publics in two age groups

(25-34 and 35-64). All informed publics

met the following criteria: college-educated;

household income in the top quartile

for their age in their country; read or watch

business/news media at least several

times a week; follow public policy issues in

the news at least several times a week.

For more information, visit

http://www.edelman.com/trust or call +212-

704-4834.

48

About Edelman & Edelman Korea

Edelman is the world‟s largest independent PR

firm, with 3,400 people in 54 offices around the

world. Recent industry awards include „Large

Agency of the Year (PRWeek, 2007 and 2008),‟

and „Global Agency of the Year (Holmes Report,

2008).‟ CEO Richard Edelman was honored as

“2007 Agency Executive of the Year” by both

Advertising Age and PRWeek.

Edelman continues to set the New PR Standard

in Korea, and was awarded „PR Agency of the

Year‟ and „International Campaign of the Year‟

in 2008 by the Korea Public Relations

Association.

For more information, and to access our annual,

proprietary research, please visit

www.edelman.com / www.edelman.co.kr.

2009 Edelman Trust Barometer

2009 the edelman trust barometer korea report

Business

korea trust business

levels of trust

trust discount trust

businessrising trust

eroding trust

state of trust

year koreans trust business

western countries trust