Ce n’est pas moi qui le dit, mais Richard Edelman qui présentait récemment les résultats de l’enquête annuelle : Edelman Trust Barometer. Voici les principaux résultats de l’étude, suivis de recommandations.
Business tends to be more trusted than Government and less trusted than Non-Government organizations.
The most trusted nations for company headquarters continue to be Canada, Germany and Sweden.
The most trusted industry is still technology, achieving rankings of 80% plus in most countries.
The banking industry has suffered a profound fall from grace, with three year declines of up to 39 points in markets ranging from the UK to the US to Germany.
Credibility of chief executives has recovered but remains well below that of academics, financial analysts and NGO representatives.
Business magazines and analyst reports have widened their lead over TV, radio and newspapers as the most trusted sources of information about companies over the past few years. Corporate advertising is the lowest at 14%.
There remains great skepticism about future behavior of business, with almost 70% expecting a « return to business as usual » by companies and financial institutions once the crisis is over.
Comment interpréter ces résultats ? Richard Edelman propose ce qui suit :
Stakeholder society supplants the shareholder society: companies will need to listen to and engage a wider range of stakeholder than in the past.
Be transparent and communicate frequently across all channels: there is no longer a single/small group of credible sources of information. The new influencers–from bloggers to consumer enthusiasts– will continue to gain share-of-voice from traditional media. Cultivate a wide circle of spokespeople with substantial expertise and participate in conversation in real time across every channel, because people need to hear and read something five times in different places in order to achieve belief.
Prominent CEO leadership: Today, transparency and trust are more central aspects of reputation. The chief executive officer needs to be visible and communicative, especially with his employees. They will take the story forward in their own way to friends and family. Academics and other experts will provide added credibility.
Voilà des résultats qui ne surprennent pas et des recommandations qui traduisent le changement dans les attitudes et les préférences des consommateurs, clients, et autres publics importants pour les organisations. De la belle matière à réflexion pour les professionnels de la communication.