The 2014 Edelman Trust Barometer was published this week and, as always, it contains some really useful nuggets of information for spokespeople and comms departments. Here are three of the key insights from the report.
1. Employees are most trusted
It’s often tempting to rely on the CEO or a media spokesperson to handle interviews with the media, but putting employees in the spotlight is often a better option for communicating about every aspect of the business.
2. Traditional media are most trusted
Social media is too often treated like some kind of panacea for all communication needs. Ignore or under-invest in traditional media at your peril – it is still the most trusted source of information.
3. Once your house is in order, communicate
Clearly the way to build trust is to ensure you have a trustworthy organisation. But almost as important as this is to communicate transparently, openly and often.