I talk a lot about trust on this blog. Building trust with your clients and market, how CEOs should be putting “going social” on their list of to-do’s for 2013, and a whole bunch of other trust-related topics that involve helping you better build and protect your brand’s reputation. Well, I’ve got good news! According to the recently released Edelman Trust Barometer, trust is slowly on the rise – though not by anything that’s worth bragging about.
Apparently Canadian, German, Swedish and Swiss companies are amongst the most trusted companies around the world, and banks and financial institutions are amongst the least trusted industries globally. (Apparently people tend to remember all the scandals of recent years – go figure!)
The Story of Trust 2013
The below video is a short synopsis of the survey, titled “The Story of Trust 2013”, and explains what the Edelman Trust Barometer calls “A crisis of leadership”. You can bet that this is a topic I’ll be touching on and discussing in future posts, but for now, check out the short video below, and if you’re inspired, leave me your comments, thoughts and personal and professional observations below in the comments section.
It’s interesting to watch and see where we, as a whole, place our trust in brands and industries. So take three minutes to watch the video and be sure to pay close attention to what the video refers to as “The new dynamic: the diamond of influence”.
Author of Crisis Ready: Building an Invincible Brand in an Uncertain World, Melissa Agnes is a leading authority on crisis preparedness, reputation management, and brand protection. Agnes is a coveted keynote speaker, commentator, and advisor to some of today’s leading organizations faced with the greatest risks. Learn more about Melissa and her work here.
I particularly liked the discussion of how influence and authority have migrated from the few to the many, mostly based upon the up and out communication styles of the "rest of us". Such an incredible testament of the importance of social media and it's 2-way communication.
Wonder how long it will take for the "average" CEO to get on board with this?