Traditional media and online search engines are the most trusted forms of media

Traditional media and online search engines are the most trusted forms of media for “informed publics” looking for general news and information.
According to the “2014 Edelman Trust Barometer”  – this indicates the need for PR
But which people are the most credible when speaking about companies? Edelman asked respondents to rate the credibility of information heard from different spokespeople when forming an opinion about a company, with some interesting results.
At the top of the list, about two-thirds of “informed publics” said that they would consider the information they heard from an academic or expert (67%) or technical expert (66%) to be either extremely or very credible. Not far behind, 62% would find information from “a person like yourself” to be at least very credible.  Some other surveys suggest that consumer reviews are more trusted than expert reviews
The survey indicates that the CEO actions that would be most likely to build trust in themselves and their companies are:
  • Communicating clearly and transparently;
  • Telling the truth, regardless of how complex or unpopular it is;
  • Engaging with employees regularly to discuss the state of the business; and
  • Being front and center during challenging times.

Family-owned businesses and SMBs continue to be more trusted than publicly-traded, privately-held companies and big business.



Via: http://www.marketingcharts.com/traditional/who-has-the-most-credible-voice-when-speaking-about-companies-39415/