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Trust Book Final 2

Trust Book Final 2



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Published by michael.polito

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Categories:Types, Research
Published by: michael.polito on Feb 20, 2009
Copyright:Attribution Non-commercial


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2009 Edelman Trust Barometer
 About the Edelman Trust Barometer 
 The 2009 Edelman Trust Barometer is the rm’s 10th study o trust andcredibility. A 30-minute telephone survey was conducted among 4,475 peoplein 20 countries on ve continents between November 5 and December 14,2008, ollowing the presidential election in the United States. For the rst time,the survey sampled two dierent age groups concurrently in every country (1,075people ages 25 to 34 and 3,400 people ages 35 to 64) and added Australia andIndonesia to the list o countries surveyed. The inormed publics interviewed in the 2009 survey:
are college-educated;
report a household income in the top quartile o their country (per age group);
report signicant media consumption and engagement in business newsand public policy.
Margin o Error
 For the 35-to-64 age group, margin o error is ±1.7% globally;±4.9% or the U.S. sample; ±5.7% or the China sample; and ±8.0% orother countries in the study. For the 25-to-34 age group, margin o error is±3.0% globally; ± 9.8% or the U.S. sample; ±11.3% or the China sample;and ±13.9% or other countries in the study.
 At the time the 2009 Trust Barometer was compiled, Edelman had aclient relationship with the ollowing companies or brands mentioned in thisbrochure: Wal-Mart, Starbucks, and Johnson & Johnson.For more inormation on the Edelman Trust Barometer and to view pastresults, please visit www.edelman.com/trust. The 2009 Edelman Trust Barometer was conducted by Edelman’s researchrm, StrategyOne.
 About Edelman
Edelman is the world’s largest independent public relations rm, with 3,200employees in 53 oces worldwide. Edelman was named “Large Agency o the Year” in 2008 by
and a top-10 rm in the
 Advertising Age
“2007 Agency A-List,” the rst and only PR rm to receive this recognition. CEORichard Edelman was honored as “2007 Agency Executive o the Year” by both
 Advertising Age
also named Edelman “Large Agencyo the Year” in 2006 and awarded the rm its “Editor’s Choice” distinction. Formore inormation, visit http://www.edelman.com.
On the cover, rom top let: A armer rom Yunnan province cries over her baby, oneo thousands sickened by milk products that manuacturers in China adulterated withmelamine; the Royal Bank o Scotland, which was bailed out by the British governmentater a near-collapse in late 2008; a house in oreclosure, a symbol o the subprime mort-gage crisis in the United States that sparked the country’s recession; an electronic signcaptures the sharp decline in the value o NASDAQ stock on Tuesday, Jan. 22, 2008,when the Dow Jones industrials dropped more than 150 points; Richard S. Fuld Jr.,ormer CEO o Lehman Brothers, the American brokerage house that led orbankruptcy in September 2008; demonstrators in Reykjavik, Iceland, which suered acomplete nancial meltdown in 2008.
Business’s Fall From Grace: Where to From Here?The State o Trust: A Global DivideWho Can We Trust? A Call or Government InterventionThe Business Case or TrustPublic Engagement: The Road to Rebuilding Trust
 Thousands o demonstrators crowd a square in Reykjavik, Iceland, in December 2008 to protest the country’s economic collapse and demandthe resignation o leaders thought to be responsible. The global credit crunch o 2008 brought down the country’s three main banks, devaluedthe country’s currency, and orced Iceland to seek billions o dollars in aid rom international sources.

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