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Edelmanův barometr důvěry pro rok 2012

Každoroční průzkum jedné z největších PR agentur na světě, amerického Edelmanu, je již k dispozici online. Zveřejnil ho tento týden prezident společnosti Richard Edelman v americkém Davosu. Ze zprávy mimo jiné vyplývá, že důvěra poklesla všude na světě. Nejvíce lidé nedůvěřují vlastní vládě, ale pokles se projevil i u ředitelů firem a neziskových organizací. Mírně narostla důvěra pouze v média. Dramatický pád důvěry zaznamenaly také banky v Japonsku a v Jižní Koreji. Lidé naopak nepřestávají věřit technologiím.

Přetiskujeme část komentáře z PR Newswire:

NEW YORK, Jan. 23, 2012 /PRNewswire/ — Blame for the financial and political chaos of 2011 landed at the doorstep of government, as trust in that institution fell a record nine points to 43 percent globally, according to the 2012 Edelman Trust Barometer. In seventeen of the 25 countries surveyed, government is now trusted by less than half to do what is right. In twelve, it trails business, media, and non-governmental organizations as the least trusted institution. France, Spain, Brazil, China, Russia, and Japan, as well as six other countries, saw government trust drop by more than ten points. Government officials are now the least credible spokespeople, with only 29 percent considering them credible. Nearly half of the general population — the first time the Barometer looked at this broader group — say they do not trust government leaders to tell the truth. “Business is now better placed than government to lead the way out of the trust crisis,” said Richard Edelman, president and CEO, Edelman. “But the balance must change so that business is seen both as a force for good and an engine for profit.”

Although business experienced fewer and generally less severe declines in trust, it has its own hurdles to clear. Trust in business fell globally from 56 percent to 53 percent, with countries like France and Germany, in the heart of the Eurozone economic crisis, experiencing double-digit decreases. Lack of confidence in business spread to South Korea, where trust dropped 15 points. China was the only country to see a significant increase in trust in business, rising from 61 to 71 percent.

CEO credibility declined 12 points to 38 percent, its biggest drop in nine years. In South Korea and Japan, it dropped by 34 and 43 points, respectively.  In the midst of this systemic decline in trust, a “person like me” has re-emerged as one of the three most credible spokespeople, with the biggest increase in credibility since 2004, and now trails only academics and technical experts. Regular employees jumped from least credible spokesperson to tied for fourth on the list, with a 16-point record rise. Social-networking, micro-blogging, and content-sharing sites witnessed the most dramatic percentage increase as trusted sources of information about a company, rising by 88, 86, and 75 percent, respectively.

“This is further evidence of the dispersion of authority,” said Mr. Edelman. “Smart businesses will talk to employees first, because citizens now trust one another more than they do established institutions.”

The 2012 Trust Barometer reveals that the factors responsible for shaping current trust levels are less important than those that will build future trust. Consistent financial returns, innovative products and highly regarded senior leadership are the primary factors on which current trust levels lie. However, listening to customer feedback and putting customers ahead of profits are far more vital to building future trust.

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Spoluzakladatelka serveru a vedoucí katedry marketingové komunikace a PR na FSV UK. Zaměřuje se na marketing módních značek, public relations, strategický management reputace a interkulturní komunikaci.

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