According to the Edelman Trust Barometer 2006, global opinion leaders say their most credible source of information about a company is now “a person like me”.
In the U.S., trust in “a person like me” increased from 20% in 2003 to 68% today. Opinion leaders also consider rank-and-file employees more credible spokespersons than corporate CEOs (42% vs. 28% in the U.S.).
Also interesting is that trust in government is low in the U.S. (38%) but high in China (83%, up from 63% in ’05).
Media Culpa is a blog about media and public relations – with a focus on social media – written by Swedish PR practitioner Hans Kullin. The views in this blog are my own.
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