- There’s been a decline in trust in “a person like myself” and regular employees, arguably because of “over-friending”
- Trust in credentialed experts (70%) and company technical specialists (64%) is soaring
- Informed publics (media consumers) need to hear things three to five times for it to effect a behavior change
- To stand out and build trust, businesses mustÂ activate internal thought leaders across several spheres of media
2011 Edelman Trust Barometer: Global & Country Insights
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