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IN MEDIA WE TRUST
                                                                  The 2012 Edelman Trust Barometer shows an overall decline in trust globally, with steep declines in the levels of trust
                                                                  in government and business. Government is now the least trusted institution, trailing business, media, and NGOs.
                                                                  Business experienced fewer and generally less severe declines in trust, but has its own hurdles to clear – notably that
                                                                  CEO credibility plummeted. Media was the only institution to see an increase in trust over the past year. For the
                                                                  fifth year in a row, NGOs are the most trusted institution.




    MEDIA ONLY INSTITUTION                                                         Global trust in media is now above 50 percent. The rise in media likely resulted from the solid coverage
                                                                                   of financial turmoil, corporate crises, and political upheaval around the world, as well as a commitment

    TO SEE TRUST INCREASE                                                          to innovation and engagement across all media platforms.




                                                                                 UK
                                                                                 +15

                                                          U.S.
                                                          +18
                                                                                                                                                                                       JAPAN
                                                                                                                                                                                        -12


                                                                                                                                              INDIA
                                                                                                                                               +20
 TRUST IN MEDIA
 Informed Public
                                                                              BRAZIL
        Trust                                                                  -12
        Neutral
        Distrust                                                                                                                              AUSTRALIA
        Indicates percentage
                                                                                                                                                 +11
        point change 2011-2012



                                                  People around the world are seeking news                                                                             The credibility of CEOs and
   INSTITUTION                                    and information from multiple sources – the
                                                  level of trust in media varies by country.
                                                                                                            CREDIBILITY SEES                                           gov’t officials experienced a
                                                                                                                                                                       massive decline while a


 TRUST IN MEDIA (GLOBAL 46%)                                General Public
                                                                                                            DRAMATIC CHANGES                                           regular employee showed a
                                                                                                                                                                       dramatic rise in credibility.


      73% IN CHINA                              4O% IN EU AND NORTH AMERICA                                PERCENTAGE OF CREDIBILITY                               2011             2012
                                                                                                                                   Informed Public

      54% IN BRIC                               32% IN UK
                                                                                                                          ACADEMIC                                         70%
                                                                                                                          OR EXPERT                                       68%
                                                                             Audiences need to                TECHNICAL EXPERT                                          64%
   SKEPTICISM                                                                hear information
                                                                             multiple times                     IN THE COMPANY                                          66%
   REQUIRES REPETITION                                                       before they believe
                                                                             its accuracy.
                                                                                                                         A PERSON                            43%
                                                                                                                                                                                     +22
                                                                                                                    LIKE YOURSELF                                       65%
 Informed Public
                                  13%                  5%                                                    REGULAR EMPLOYEE                           34%
                                                                                                                                                                                     +16
           TEN OR MORE TIMES                           ONCE                                                                                                     50%
                                                                            14%                                                                                47%
                        6%                                                  TWICE                          NGO REPRESENTATIVE
                                                                                                                                                                50%
                                                                                                                                                                                    Change
                                                                                                                                                                                    from
 SIX TO NINE TIMES                                                                                                                                                                  previous
                                                                                                                  FINANCIAL OR                                  53%
                                                                                                                                                                                    year
                                                                                                              INDUSTRY ANALYST                                46%
             28%                                                                       35%
                                                                                                                                                             50%
       FOUR OR
     FIVE TIMES
                                                                                       THREE
                                                                                       TIMES
                                                                                                                                    CEO
                                                                                                                                                          38%
                                                                                                                                                                                      -12
                                                                                                                    GOV'T OFFICIAL                          43%
                                                                                                                    OR REGULATOR                      29%
                                                                                                                                                                                      -14
            63%
           THREE TO
          FIVE TIMES                                                                                                                                       Credibility of CEOs, government
                                                                                                            SPOKESPEOPLE                                   officials, peers and regular employ-
                                                                                                                                                           ees varies by audience.


 REQUIRES HEARING INFO 3-5 TIMES                                                                          General Public

      82% IN JAPAN                              70% IN SINGAPORE                                          CREDIBILITY OF GOV’T OFFICIAL (GLOBAL 31%)
                                                                                                               52% HONG KONG                            27% EU COUNTRIES
                                                             While traditional media sources
   DIVERSIFICATION                                           are still the most trusted, social
                                                             media saw the biggest percent-
                                                                                                               43% EXECUTIVES                           9% JAPAN
   OF MEDIA                                                  age increase (75 percent) in
                                                             trust among media sources.
                                                                                                          CREDIBILITY OF CEO ( GLOBAL 41%)
  TRUST IN SOURCES FOR COMPANY INFORMATION                                                                     69% INDIA                                23% FRANCE

       SOURCE                    General Public                   Informed Public                              48% 18-29 YEAR OLDS
                                    Percent                     % Change 2011-2012

                                                                                                          CREDIBILITY OF PERSON LIKE YOU (GLOBAL 59%)
        NEWS
                                   30%                                +10%                                     78% BRAZIL                               62% EMPLOYED

  TRADITIONAL                                                                                                  68% US                                   39% SOUTH KOREA

                                                                                                               65% INFORMED PUBLIC

                                                                                                          CREDIBILITY OF REGULAR EMPLOYEE (GLOBAL 49%)

      ONLINE                        26%                              +18%                                      77% MEXICO                               51% LIBERALS
     MULTIPLE                                                                                                  70% SPAIN                                30% SOUTH KOREA
     SOURCES


                                                                                                            SOURCES FOR GENERAL
                                    17%                             +23%                                    NEWS AND INFORMATION
   CORPORATE                                                                                              People now look across traditional, hybrid, social, and owned media for
                                                                                                          news and information, and trust each type of media differently.

                                                                                                          General Public




                                                             +75%
                                                                                                          TRUST IN TRADITIONAL MEDIA (GLOBAL 62%)
                                     14%                                                                       67% INFORMED PUBLIC                      36% RUSSIA
 SOCIAL MEDIA
                                                                                                               65% INVESTORS

                                                                                                         TRUST IN HYBRID MEDIA (GLOBAL 46%)
The 2012 Edelman Trust Barometer is the firm’s 12th annual trust and credibility survey. The
survey was produced by research firm StrategyOne and consisted of 20-minute online interviews
conducted from October 10 - November 30, 2011. The 2012 Edelman Trust Barometer survey                         53% INFORMED PUBLIC                      51% PARENTS
sampled 25,000 general population respondents with an oversample of 5,600 informed publics in
two age groups (25-34 and 35-64) across 25 countries. All informed publics met the following cri-
teria: college-educated; household income in the top quartile for their age in their country; read or
watch business/news media at least several times a week; follow public policy issues in the news
                                                                                                         TRUST IN SOCIAL MEDIA (GLOBAL 44%)
at least several times a week. This year Informed Publics were surveyed via online methodology
for the first time.                                                                                            58% BRIC                                 35% EU
The countries included in the survey included: Argentina, Australia, Brazil, Canada, China,
France, Germany, Hong Kong, India, Indonesia, Ireland, Italy, Japan, Malaysia, Mexico, the Neth-
erlands, Poland, Russia, Singapore, South Korea, Spain, Sweden, the UAE, the UK, and the U.S.            TRUST IN OWNED MEDIA (GLOBAL 41%)
For more information, visit http://www.edelman.com/trust.
                                                                                                               43% FEMALES
©Edelman, 2012 All Rights Reserved

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2012 Edelman Trust Barometer infographic

  • 1. IN MEDIA WE TRUST The 2012 Edelman Trust Barometer shows an overall decline in trust globally, with steep declines in the levels of trust in government and business. Government is now the least trusted institution, trailing business, media, and NGOs. Business experienced fewer and generally less severe declines in trust, but has its own hurdles to clear – notably that CEO credibility plummeted. Media was the only institution to see an increase in trust over the past year. For the fifth year in a row, NGOs are the most trusted institution. MEDIA ONLY INSTITUTION Global trust in media is now above 50 percent. The rise in media likely resulted from the solid coverage of financial turmoil, corporate crises, and political upheaval around the world, as well as a commitment TO SEE TRUST INCREASE to innovation and engagement across all media platforms. UK +15 U.S. +18 JAPAN -12 INDIA +20 TRUST IN MEDIA Informed Public BRAZIL Trust -12 Neutral Distrust AUSTRALIA Indicates percentage +11 point change 2011-2012 People around the world are seeking news The credibility of CEOs and INSTITUTION and information from multiple sources – the level of trust in media varies by country. CREDIBILITY SEES gov’t officials experienced a massive decline while a TRUST IN MEDIA (GLOBAL 46%) General Public DRAMATIC CHANGES regular employee showed a dramatic rise in credibility. 73% IN CHINA 4O% IN EU AND NORTH AMERICA PERCENTAGE OF CREDIBILITY 2011 2012 Informed Public 54% IN BRIC 32% IN UK ACADEMIC 70% OR EXPERT 68% Audiences need to TECHNICAL EXPERT 64% SKEPTICISM hear information multiple times IN THE COMPANY 66% REQUIRES REPETITION before they believe its accuracy. A PERSON 43% +22 LIKE YOURSELF 65% Informed Public 13% 5% REGULAR EMPLOYEE 34% +16 TEN OR MORE TIMES ONCE 50% 14% 47% 6% TWICE NGO REPRESENTATIVE 50% Change from SIX TO NINE TIMES previous FINANCIAL OR 53% year INDUSTRY ANALYST 46% 28% 35% 50% FOUR OR FIVE TIMES THREE TIMES CEO 38% -12 GOV'T OFFICIAL 43% OR REGULATOR 29% -14 63% THREE TO FIVE TIMES Credibility of CEOs, government SPOKESPEOPLE officials, peers and regular employ- ees varies by audience. REQUIRES HEARING INFO 3-5 TIMES General Public 82% IN JAPAN 70% IN SINGAPORE CREDIBILITY OF GOV’T OFFICIAL (GLOBAL 31%) 52% HONG KONG 27% EU COUNTRIES While traditional media sources DIVERSIFICATION are still the most trusted, social media saw the biggest percent- 43% EXECUTIVES 9% JAPAN OF MEDIA age increase (75 percent) in trust among media sources. CREDIBILITY OF CEO ( GLOBAL 41%) TRUST IN SOURCES FOR COMPANY INFORMATION 69% INDIA 23% FRANCE SOURCE General Public Informed Public 48% 18-29 YEAR OLDS Percent % Change 2011-2012 CREDIBILITY OF PERSON LIKE YOU (GLOBAL 59%) NEWS 30% +10% 78% BRAZIL 62% EMPLOYED TRADITIONAL 68% US 39% SOUTH KOREA 65% INFORMED PUBLIC CREDIBILITY OF REGULAR EMPLOYEE (GLOBAL 49%) ONLINE 26% +18% 77% MEXICO 51% LIBERALS MULTIPLE 70% SPAIN 30% SOUTH KOREA SOURCES SOURCES FOR GENERAL 17% +23% NEWS AND INFORMATION CORPORATE People now look across traditional, hybrid, social, and owned media for news and information, and trust each type of media differently. General Public +75% TRUST IN TRADITIONAL MEDIA (GLOBAL 62%) 14% 67% INFORMED PUBLIC 36% RUSSIA SOCIAL MEDIA 65% INVESTORS TRUST IN HYBRID MEDIA (GLOBAL 46%) The 2012 Edelman Trust Barometer is the firm’s 12th annual trust and credibility survey. The survey was produced by research firm StrategyOne and consisted of 20-minute online interviews conducted from October 10 - November 30, 2011. The 2012 Edelman Trust Barometer survey 53% INFORMED PUBLIC 51% PARENTS sampled 25,000 general population respondents with an oversample of 5,600 informed publics in two age groups (25-34 and 35-64) across 25 countries. All informed publics met the following cri- teria: college-educated; household income in the top quartile for their age in their country; read or watch business/news media at least several times a week; follow public policy issues in the news TRUST IN SOCIAL MEDIA (GLOBAL 44%) at least several times a week. This year Informed Publics were surveyed via online methodology for the first time. 58% BRIC 35% EU The countries included in the survey included: Argentina, Australia, Brazil, Canada, China, France, Germany, Hong Kong, India, Indonesia, Ireland, Italy, Japan, Malaysia, Mexico, the Neth- erlands, Poland, Russia, Singapore, South Korea, Spain, Sweden, the UAE, the UK, and the U.S. TRUST IN OWNED MEDIA (GLOBAL 41%) For more information, visit http://www.edelman.com/trust. 43% FEMALES ©Edelman, 2012 All Rights Reserved