The Philippine Trust Index by EON The Stakeholder Relations Firm

The Philippine Trust IndexA Quantitative Study on the Level and Drivers of Trust in Stakeholder Groups in the Philippines 15 September 2011 1

About the Philippine Trust Index Measures the level of trust in stakeholder groups Identifies key drivers of trust in organizations Targets informed publics aged 25 to 64 years old Covers NCR, Cebu and Davao Face to face interviews: May-June 2011© EON Inc., 2011 2

Respondents’ Profile Area No. Age % Media Consumption NCR 300 25-29 yrs old 22 Cebu 100 30-34 yrs old 19 Television • 93% watches TV everyday Davao 100 35-39 yrs old 14 • 5% watches TV twice a week 40-44 yrs old 14 Gender % 45-49 yrs old 11 Radio Male 49 50-54 yrs old 7 • 35% listens to radio everyday Female 51 55-59 yrs old 6 • 35% listens to radio twice a Education % 60-64 yrs old 7 week Complete 27 SEC % Internet 3rd yr college AB 10 • 55% uses internet everyday College 71 • 26% uses internet twice a week graduate Upper C 30 Post graduate 2 Lower C 60© EON Inc., 2011 3

How trusted are they?Measuring the level of trust per stakeholdergroup 4

Church is most trusted, followed by media Kindly tell me how much or how little do you trust each institution that I will mention? 51 22 Almost same level of trust 12 10 7 Church Media NGOs Business Government Trust Very Much© EON Inc., 2011 N=500; In percentage; Very much trust responses; MOE = +/-4.47% 5

Majority of respondents have a good level of trust in institutions; except in government 83 Almost same level of trust 32 64 54 56 42 40 42 46 51 33 22 12 10 7Church Media NGOs Business Government Church Media NGOs Business Government Very Much Somewhat Much Very Much and Somewhat Much © EON Inc., 2011 N=500; In percentage; Very much and somewhat much responses; MOE = +/-4.47% 6

Davao respondents are more trusting Kindly tell me how much or how little do you trust each institution that I will mention? 90 81 82 66 67 63 60 56 56 57 55 44 46 39 29 Church Media Business NGOs Government NCR Cebu Davao N (NCR) = 300, (Cebu) = 100, (Davao) = 100;© EON Inc., 2011 In percentage; Very much and somewhat much responses 7

There is a high level of trust in almost all media channels; trust on blogs is low How much or how little do you trust [media channel]? Television Networks 74 Online News Sites 68 Radio Stations 66 Newspapers 66 Magazines 53 Social Networking Sites 49 Blogs 37© EON Inc., 2011 N=500; In percentage; Very much and somewhat much responses; MOE = +/-4.47% 8

Trust in NGOs advocating for health & nutrition, youth & children, and environment is highest How much or how little do you trust NGOs advocating/ supporting [advocacy area]? Health & Nutrition 65 Youth & Children 63 Environment 59 Arts & Culture 56 Women & Gender Issues 53 Migrant Workers 52 Human Rights 52 Housing & Community 49 Indigenous People 45 Labor 44 Peace & Conflict Resolution 40© EON Inc., 2011 N=500; In percentage; Very much and somewhat much responses; MOE = +/-4.47% 9

IT and Telecommunications are the most trusted industries; Mining is the least trusted How much or how little do you trust each industry that I will mention? Telecommunications 78 Information Technology 76 Tourism & Hospitality 72 Education & Training 69 Prof & Technical Services 69 Food & Beverage 67 Health Care 65 Banks & Financial Services 61 Pharmaceuticals 59 Water & Sanitation 58 Recreation & Entertainment 58 Energy/ Power 57 Transport & Logistics 55 Agriculture 54 Real Estate 48 Construction 46 Insurance 34 Alcohol & Tobacco 28 Mining 22© EON Inc., 2011 N=500; In percentage; Very much and somewhat much responses; MOE = +/-4.47% 10

Trust level on the Office of the President is much higher compared to other government offices Kindly tell me how much or how little do you trust each institution that I will mention. 54 44 41 37 37 35 32© EON Inc., 2011 N=500; In percentage; Very much and somewhat much responses; MOE = +/-4.47% 11

Why trust them?Identifying the drivers of trust in stakeholdergroups 12

Integrity, efficiency, results, and concern for the environment are important attributes when evaluating trustworthinessPlease tell me how important or unimportant the following attributes are when evaluating an institution’s trustworthiness? Transparent & honest 75 Delivers quality results 73 Open and can adapt to changes 73 Efficiency 72 Responsive to stakeholder needs 71 Considers the environment 71 Competent and well-trained people 69 Respects diversity 68 Strong leadership 68 Communicates frequently 68 Empathizes with stakeholders 67 Participates in socially-relevant causes 64 Has vision 64 Treats internal stakeholders well 63 Has many connections 58 Has been in existence for sometime 48 Is well-known 40 © EON Inc., 2011 N=500; Top box answer. Percentage of respondents who answered “very important”; MOE = +/- 4.47% 13

Maintaining the separation of church and state is an important driver of trust What qualities do you think are important for church to have in order to be trusted? Maintain separation of Church and State 39 Propagation of the faith 25 Others (top 3 mentioned): • Fight for what is righteous – Be the role model of holiness 17 go against the RH Bill • Charity to the street Let honesty prevail 8 children/poor • Open-mindedness to the Others 11 changing times N=500; In percentage; MOE = +/- 4.47%© EON Inc., 2011 14 Some figures may not total to 100 due to rounding off

Trust in media is driven by truthfulness and fairness What qualities do you think are important for media to have in order to be trusted? Be truthful 58 Adhere to fairness 35 Balanced reporting of good and 3 bad news Others (top 3 mentioned): • Project a clean and credible News of social relevance 2 image • Dont provoke quarrel between parties Others 2 N=500; In percentage; MOE = +/- 4.47%© EON Inc., 2011 Some figures may not total to 100 due to rounding off 15

Businesses are expected to be fair with internal stakeholders What qualities do you think are important for businesses to have in order to be trusted? Fair wages to employees 31 Give benefits to employees 18 Fair labor practice 14 Value-for-money products 10 Others (top 3 mentioned): Proper tax payments 4 • Give overtime pay Personal character 4 • Pay wages/salaries on time Personnel Development 4 • Have a common minimum Others 14 wage across the country N=500; In percentage; MOE = +/- 4.47%© EON Inc., 2011 Some figures may not total to 100 due to rounding off 16

Trust in NGOs is driven not just by work for those in need but also by commitment to their cause What qualities do you think are important for NGOs to have in order to be trusted? Provide assistance to those in need 29 Steadfast in pursuing cause 15 Incorruptible 14 Spearhead or support activities for human Others (top 3 mentioned): 13 rights • Full accounting of monies and donations Clear definition of advocacy 10 • Don’t be the cause of chaos on the streets Rational in working for their cause 2 • Collaborative with other Others 17 NGOs of related advocacies N=500; In percentage; MOE = +/- 4.47%© EON Inc., 2011 Some figures may not total to 100 due to rounding off 17

Free of graft & corruption and transparency are key drivers of trust in government What qualities do you think are important for government to have in order to be trusted? Free of graft and corruption 29 Transparency/honesty 27 Strong political will 10 Character of the leader 8 Others (top 3 mentioned): True to election/campaign promise 6 Provide assistance to the needy • Good/efficient management 5 of public funds Country first 4 • Unity among government Economic improvement 3 branches Empowerment of the poor 3 • Long-term solution to every Provide jobs 2 problem Others 4 N=500; In percentage; MOE = +/- 4.47%© EON Inc., 2011 Some figures may not total to 100 due to rounding off 18

Who should speak? Which channel istrusted?Knowing who could be credible spokespersons andwhich channels should be used to deliverinformation 19

Except in government, the most trusted source of information is a representative of the organization Who among the following persons would you trust the most to give credible information about [institution]? Church 27 73 Media 25 75 Outside the organization NGOs 37 63 Within the organization Business 31 69 Government 53 47© EON Inc., 2011 N=500; In percentage; First mention ; MOE = +/- 4.47% 20

The head of the organizations is less trusted than a representative of the organization Church Media Head of the organization 13 Head of the organization 9 Church representative 57 Media Personality 56Colleague, family or friend 15 Academic Expert 11 Business NGOsHead of the organization 19 Head of organization 14 Business executive 23 NGO Advocate 41 Regular employee 16 Media Personality 14 Government Head of organization 16 Outside the organization Government official 17 Within the organization Media personality 25© EON Inc., 2011 21

TV is the most trusted source of information about media, NGOs, business and government Which sources do you usually turn to when you wish to get news and information about [institution]? Church Media Business NGOs Government Friends and Television 84 Television 52 Television 66 Television 79 48 family Newspapers 48 Newspapers 45 Newspapers 44 Newspapers 51 Television 28 Online news Online news Radio 26 23 Radio 20 22 Newspapers 10 Online news sources sources 15 Website 17 Radio 4 sources Website 22 Radio 14 Online news 8 14 Online news 3 Website sources sources Friends & Online search 16 Friends & Online search 10 6 engine 13 engine Website 3 family family SNS 13 10 Website 9 SNS Online search 2 Online search 5 Friends & SNS 6 11 engine engine family Online search 8 Friends & 4 9 5 SNS 1 SNS Radio engine family Magazines 1 Magazines 3 Magazines 9 Magazines 7 Magazines 2© EON Inc., 2011 N=500; In percentage; Top 2 answers/ Total mentions; MOE = +/- 4.47% 22

Respondents turn to both national and local media for credible information on provincial/ local events National Cebu Media 13% Both 36 Local Media 51 National Media 13 Davao Both Local Media 29% Both 79 58% Local Media 7 National Media 14 Local media are preferred sources of news in Cebu (51%) than in Davao (7%)© EON Inc., 2011 N=200; MOE = +/- 7.07% 23

Summary of Findings • Overall, the Church is the most trusted institution in the country, followed by the media. However, majority of respondents have a good level of trust in institutions, except in the government. • Online news sites are now one of the trusted channels of information but there is still a high level of trust in traditional media channels: television, radio and newspapers. • Across all institutions internal spokespersons are the most trusted sources of information, except in government where a third party is seen as the most credible source of information. • When evaluating the trustworthiness of an institution six attributes were considered to be very important:  transparency and honesty  quality results  openness and adaptability to the changing times  responsiveness to stakeholders  concern for the environment© EON Inc., 2011 24

Insights 25

The current communication landscape, coupled with Circles of Trust people’s frequent media exposure, results to increased stakeholder expectations and public skepticism. Trust consequently becomes more difficult to gain. Various dimensions have to be addressed by institutions aiming to gain public trust. Although the government, being in the limelight more often, is the most impacted institution, other stakeholder groups like businesses and Results Relationships NGOs are also affected. The circles of trust show the key drivers of trust on Transparency institutions/ organizations. At the core of this trust architecture is integrity. Transparency and honesty are INTEGRITY consistent parameters of stakeholders when assessing an Honesty organization’s trustworthiness. How transparent are organizations in their processes? How sincere and honest/ truthful are they? Surrounding integrity are three other requisites, namely: Responsibility • Results - is your organization able to deliver on its promise? • Relationships – is your organization reaching out to its stakeholders and responding to their needs? • Responsibility – is your organization a responsible member of the community© EON Inc., 2011 26

Things to Ponder On Why is this happening? • Given today’s communication and media landscape, how exposed, visible is my organization? Consequently, how accountable are we to stakeholders? What are the expectations on us?What should we • What do we do as an organization that can help increase trust on us?say to gain trust? – What are we doing to deliver expected results? – What relationship do we have with our stakeholders, employees? – How socially responsible are we perceived by our stakeholders? Do we have (and communicate) sustainability initiatives? – Is integrity important in our organization? Are we transparent/honest? • Who is our current spokesperson? Is he trusted and credible? Who shouldcommunicate it? • Have we maximized various communication channels to further ourIn which channel objectives? How can we generate better awareness on milestones? should wecommunicate it?© EON Inc., 2011 27

THANK YOURevolutionizing Communications. EON provides communication consultancy to companies who want toprotect their reputation and to build relationships with their publics.© Copyright EON, Inc. 2011All information and ideas contained in this document and all rights therein are the exclusive property of EONThe Stakeholder Relations Firm unless otherwise stated. This document shall not be shared to or used by anyparty without the prior consent of EON unless a client has properly compensated EON to use and own thecontents of this presentation. Only upon proper compensation, to the satisfaction of EON and the client, willthe ownership of the information and ideas contained in this document be transferred to the client. 28

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The Philippine Trust Index by EON The Stakeholder Relations Firm

by EON The Stakeholder Relations Firm on Sep 14, 2011

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The Philippine Trust Index by EON The Stakeholder Relations Firm — Presentation Transcript