The crisis of leadership call for a new model….Interestingly, “technology remains the the most trusted industry in all markets.”
If you aren’t familiar with Edelman’s Trust Barometer project, you should be. I can’t think of any other organization out there that has been able to peel back the layers of trust in the business world as effectively. (If you know of other work I should be looking at, please leave a link in the comments.) Anyway, I want to share some of their findings here because understanding them will help everyone build and grow better companies. This isn’t just a PR topic. It affects everything: Brand management, communications, operations, retail, customer service… everything.
First, the checklist. Below is a graphic that shows 16-trust building attributes every organization needs to be aware of (and gauge). It looks like this year, Edelman added categories (what they call trust performance clusters): Engagement, Integrity, Products & Services, Purpose, and Operations. I can’t poke a hole into this. It’s…
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