Trust and the Importance of Repetition

Looking At the Edelman Trust Barometer 2011

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It’s that time of year again that we can look forward to the Edelman Trust Barometer which was published today. There are some important insights for corporate communicators and I have summarised a few that caught my attention.

Do however look at the Edelman Trust Barometer website for more reports and multimedia – in fact take a look at the range of platforms they are using to make information available including Quora.com – reviewing the website is a case study itself for corporate communicators or anyone publishing research.

Additional resources I am sure will be published in the weeks ahead for specific markets – I am hoping there will be an Irish report published.

The report indicates the importance of repetition – the more we hear something the more likely we are to believe it – 59% of respondents will believe the information they receive if they hear it 3-5 times. That will also apply to internal communications and reinforces the need for consistency in your communication with employees especially at times of change.


We certainly love search engines as it’s rated by the respondents of the survey to be not only the preferred first source for news about a company (29% of respondents) but also 23% of people will turn to it as their second source of information.

edelman-trust-barometer-2011-source-for news

The results on who is seen as a credible spokes person in the global study is somewhat of a surprise given just a few years ago the results indicated that the respondent reported that it was ‘a person like me’. Significantly the most credible spokespeople are seen as an academic or expert, a technical expert within the company, a financial or industry analyst followed by the CEO.


In the event that you do have a crisis the results of the survey show there is a difference in terms of who will be the most credible person to represent your company, product or service dependent on if there is impact to a local community or if you have a product recall. Overall however the preferred spokesperson is the CEO. What implications does this have for you in terms of making sure that your crisis communications team is prepared to respond as a spokesperson in the media?


What matters most in the context of corporate reputation is unsurprisingly high quality of services or products, transparent and honest business practices, being a company people can trust and how well you treat employees. With the advent of social media it’s never been easier for people to get a 360 view from friends and colleagues about how a company performs in these areas.


 You can see the summary of the global results for the 2011 Edelman Trust Barometer here: 


 View more presentations from Edelman Digital.

You can watch Richard Edelman comment on how companies can build trust in this video

Originally published on krishnade.com

Trust and the Importance of Repetition
About Krishna De
Krishna De is an award winning brand engagement strategist and author. She guides executives in how to create high performing businesses with a focus on building compelling and engaging corporate brands, employer brands and the personal brand of leaders using traditional and social media platforms.

You can access her articles and podcasts at 'Biz Growth News' and subscribe to her ezine 'Biz Growth Express' for exclusive articles, free masterclasses and resources about branding, marketing and social media. WebProNews Writer
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  • http://www.trustedadvisor.com Charles H. Green


    You’ve certainly captured one of the important messages in the Edelman Trust Barometer–and yet, the conclusion they appear to draw I find a little scary.

    Things have gotten so bad that people only trust companies if they hear something multiple times, and through multiple channels. One of the conclusions that can be drawn is the one both you and Edelman draw: we’d all better get good at multiple messaging through multiple channels.

    There is another wildly different conclusion: the reason people don’t trust companies is they have blitzed consumers for years with spam, annoying TV ads, robo-calls, and junk faxes. The whole reason for major trends like permission marketing and inbound marketing is a consumer revolt against those practices.

    In this view, the solution you’re advocating is literally more of the same thing that caused consumers to tissue-reject companies in the first place–it’s the last thing companies should be doing more of!

    The pharmaceutical industry for years did the same thing: pouring on more and more raps, doing the marketing equivalent of saturation carpet-bombing physicians, until the level of trust of physicians in pharma raps was virtually nil. And yet, at every step, the industry’s response was, “Well, I guess we need to throw more reps in there.”

    I’m not saying it’s all that cut and dry; heck I use multiple channels myself. But I do think the picture painted by Edelman in the Trust Barometer is very single-sided. It’s focused on marketers trying to jam a message to consumers. But in a day and age where consumers are relying on spam filters, time-shifting, do-not-call numbers and exclusionary internal networks like facebook, the risk of doing the same old thing is, at some point, catastrophic.

  • http://www.wannpres.org/ click here

    Elegante chaqueta corta hacia abajo, cuello suave y esponjosa esponjoso, muy juguetón, con Mickey Mouse diseño de la camiseta es una de las más en el puré. Describir el ancho y sin sensación de hinchazón, emparejado con las piernas apretadas, botas, muy hermosa.

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