What communicators should know about Edelman’s Trust Barometer

But if we dig a little deeper, we can find reasons to be hopeful, especially for those of us working in communications.

PR Daily sat down with Tonia Ries, executive director of Intellectual Property for the Edelman Trust Institute and leader of the Trust Barometer. These are some of the most important findings she identified for communicators, including those working both internally and externally, and how we can play a positive role in today’s difficult landscape.

Trust in employers holds strong

Businesses are seen as one of the leading sources of truth today, according to the Trust Barometer, which surveyed 32,000 respondents in 28 countries. They come in only second behind non-governmental organizations as sources of trustworthy information. Specifically, CEOs and coworkers are seen as especially trusted sources when compared to politicians or journalists.

Ries says the trend toward trust in businesses started with the pandemic.