Building and keeping trust in Asia Pacific
Regional - Asia Pacific's opinion leaders are quick to trust and quick to punish institutions such as businesses and media, Edelman's Alan VanderMolen explains what this mean to PR professionals.
The 2011 Edelman Trust Barometer found that when a company is distrusted, 57% of opinion leaders in the region will believe negative information after hearing it one or two times, but only 16% believe positive information.
Conversely, if a company is trusted, the information resonates much easier - 49% will believe positive information and just over 30% will believe negative information.
Alan VanderMolen, president and CEO, global practices and diversified insights businesses of Edelman, said trust is a powerful but fragile asset.
"It can lead to tangible benefits and sales, but a lack of trust will harm financials, reputation, and act as a barrier to change," he said.
The full interview can be viewed here.
Edelman surveyed 5,075 respondents with high education and high income across 23 countries from October to November 2010.
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- Edelman Public Relations
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