Listening well to consumers and communicating frequently and honestly are among the top ten attributes for businesses that want to build trust. And traditional media can help in realising that goal.
Traditional media, among which print media, remain the most trusted information source concludes the Edelman Trustbarometer 2012. Of the informed public aged 25-64, 32% trust traditional media (+10%), 26% put their trust in multiple online sources (+18%), 16% in corporate information (+23%) and 14% in social media (+75%). Trust in institutions, such as Governement, Businesses and NGO's declined, whereas trust in Media increased.
The study also confirms an old rule of thumb of the advertising industry about repetition; consumers need to read or hear a message at least three to five tmes before believing it. This finding underlines the necessity for brand owners and their agencies to include different channels in the media mix.
The study concludes with clear directions for businesses to obtain "a license to lead", based upon the most important attributes that build trust. Listening well to consumers and communicating frequently and honestly are among the top ten attributes for businesses that want to build trust. And traditional media can help in realising that goal.
The Edelman Trustbarometer is an annual global study, involving 30.000+ respondents.