How communicators can help break the „cycle of distrust”
02/04/2022 • Profession news
If your audience doesn’t trust you, then nothing you sell, publish or share will really matter. Edelman’s 2022 Trust Barometer found that, globally, government and media institutions are seen as divisive and untrustworthy—no surprise, given the last several years of political tumult and the lasting consequences of the COVID-19 pandemic. And while global trust in business has increased, Americans’ faith that businesses are doing the right thing is down five percentage points from last year. Edelman researchers have dubbed this the “cycle of distrust.” The Trust Barometer shows that people actually want more from businesses when it comes to engagement on social issues. How can PR pros earn back trust from their audiences?
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