{"id":120428,"date":"2019-02-04T10:16:26","date_gmt":"2019-02-04T09:16:26","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=120428"},"modified":"2019-02-04T10:16:26","modified_gmt":"2019-02-04T09:16:26","slug":"what-does-the-edelman-trust-barometer-teach-us-about-strategic-pr","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/what-does-the-edelman-trust-barometer-teach-us-about-strategic-pr\/","title":{"rendered":"What does the Edelman Trust Barometer teach us about strategic PR?"},"content":{"rendered":"<p><strong>The <a href=\"https:\/\/www.edelman.com\/sites\/g\/files\/aatuss191\/files\/2019-01\/2019_Edelman_Trust_Barometer_Global_Report.pdf\">2019 Edelmen Trust Barometer<\/a>\u00a0reveals that while the UK public trusts every institution more than it did a year ago, generally we\u2019re still a distrusting nation.<\/strong><\/p>\n<p>Across the six major institutions the report tracks \u2013 NGOs, business, government, media, the EU and the United Nations \u2013 only the United Nations enjoys a majority (60%) of the population\u2019s trust, while the rest are considered to be distrusted. The institution at the bottom of this list is the media, which is trusted by just 37% of the population.<\/p>\n<p>While institutions aren\u2019t trusted, the Barometer suggests individuals are, and across the world there\u2019s a growing trust in experts \u2013 whether it\u2019s a company\u2019s technical experts or academics with professional expertise.<\/p>\n<p>This a huge opportunity for PR and comms, who have access to in-house specialists they can direct to both the public and the media, as\u00a0 journalists are increasingly looking for expert voices to lend authority to their content. The best media and the best PRs are already collaborating in this way, but public demand means it\u2019s no longer just a smart strategy, it\u2019s now a requirement.<\/p>\n<p>The ResponseSource <a href=\"https:\/\/www.responsesource.com\/pr\/journalistenquiry\/\">Journalist Enquiry Service<\/a>, which was recently acquired by Vuelio, gives journalists the opportunity to request experts directly from leading PRs, further validating the role that communications plays in providing access to trusted, knowledgeable sources of information.<\/p>\n<p>The Trust Barometer is full of PR opportunities for the savvy practitioner. Within its results, the report reveals a huge rise in the number of people engaging with and amplifying news, which effectively means the market for information is growing and PRs are arguably best placed to fuel it.<\/p>\n<p>Any information PRs provide should, of course, be trustworthy as the public is wary of fake news; 73% now worry that it will be used as a weapon in society.<\/p>\n<p>If you can position your brand, business or client as a trusted authority, and have the evidence to prove it, you will increase your PR opportunities and ultimately improve your reputation.<\/p>\n<p><strong>What did you take away from the Trust Barometer? Let us know on Twitter <a href=\"https:\/\/twitter.com\/vuelio\" target=\"_blank\" rel=\"noopener\">@Vuelio<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>From experts to fake news: PR lessons from the results of the Edelmen Trust Barometer 2019. <\/p>\n","protected":false},"author":423,"featured_media":120429,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,7238],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/120428"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=120428"}],"version-history":[{"count":2,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/120428\/revisions"}],"predecessor-version":[{"id":137918,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/120428\/revisions\/137918"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/120429"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=120428"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=120428"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=120428"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}