reviewing the edelman trust barometer
TRANSCRIPT
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TRUSTEDELMAN TRUST BAROMETER
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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
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TRUST
Trust is a forward-facing
metric of stakeholder
expectation.
1/16/2015EDELMAN TRUST BAROMETER 3
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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
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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
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TOWARDS TRUSTED INNOVATION
Building trust is essential to
successfully bringing new
products and services to
market.1/16/2015EDELMAN TRUST BAROMETER 6
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TOWARDS TRUSTED INNOVATION
• Demonstrate societal
benefits.
• Behave with integrity.
• Engage with stakeholders.1/16/2015EDELMAN TRUST BAROMETER 7
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TRUST IN INNOVATION
1/16/2015EDELMAN TRUST BAROMETER 8
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WHAT DRIVES BUSINESS TRUST?
1/16/2015EDELMAN TRUST BAROMETER 9
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TRUST IN INNOVATIONS VARY.
1/16/2015EDELMAN TRUST BAROMETER 10
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TRUST VS ABILITY TO IMPLEMENT TRUST
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BUILDING TRUST IN INNOVATION
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THE POWER OF ENGAGEMENT
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THE FACTORS OF TRUST
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DISCOVERY
1/16/2015EDELMAN TRUST BAROMETER 15
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BENEFIT
1/16/2015EDELMAN TRUST BAROMETER 16
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INTEGRITY
1/16/2015EDELMAN TRUST BAROMETER 17
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ENGAGEMENT
1/16/2015EDELMAN TRUST BAROMETER 18
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BUILDING TRUST
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FIVE PERFORMANCE CLUSTERS
• Integrity
• Engagement
• Products & services
• Purpose
• Operations1/16/2015EDELMAN TRUST BAROMETER 20
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THE MOST IMPORTANT ELEMENT IN TRUST
Integrity.
Followed closely by
engagement.1/16/2015EDELMAN TRUST BAROMETER 21
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SPECIFIC SUGGESTIONS
Ethical business functions.
Taking responsibility in
crises.
Transparent business
processes.
Listening to customers.1/16/2015EDELMAN TRUST BAROMETER 22
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PRIORITY AREAS IN BUILDING TRUST
1/16/2015EDELMAN TRUST BAROMETER 23
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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
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DISCUSSION ON @FIRPODCAST 792
1/16/2015EDELMAN TRUST BAROMETER 25
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COMMENTARY IN THE FIR PODCAST COMMUNITY
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AUDIO ALSO IN SHARED AUDIO
FOLDER
1/16/2015EDELMAN TRUST BAROMETER 27
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