ALL CONTENTS OF THIS PRESENTATION REMAIN THE INTELLECTUAL PROPERTY OF EDELMAN AND MAY NOT BE REPLICATED WITHOUT PRIOR PERMISSION

2012 Trust Barometer Key Findings For Internal Communicators

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Implications for using employees as brand ambassadorsTrust in “a person like yourself” jumps 22 points

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CEO Credibility Plummets While Employee Credibility RisesChief executives are no less relevant, just less credible

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Spokesperson Credibility Perceptions Vary Executives and employees don’t view each other as credible sources

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Agreement in Credibility of Technical ExpertsExecutives and employees see eye-to-eye

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The Importance of Treating Employees WellTrust building factors

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Executives Trust Social Media Twice As Much As Employees And virtually all information sources

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Three Opportunities to Build Trust

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Ten Questions Communicators Should Ask (and Answer)

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If a crisis hits tomorrow, who besides your CEO is prepared to step up as the face of your company?

Have you identified technical experts within your company’s ranks—engineers, designers, manufacturing supervisors—that could serve as credible spokespeople for your organization in times of distress?

Does your company have an online/social media behavior policy, and if so, are your employees aware of how it applies to them?

Would your employees know what to tell their online social networks in the event of a company crisis?

Would employees feel comfortable advocating for your company to their friends on Facebook, Twitter and other networks? (and would they be willing to do so?)

How are you connecting your employees with each other using social media?

What steps are you taking to involve employees in co-creating solutions to customer service issues?

If employees become aware of an emerging customer service or product issue, do they have a way to tell the company about it?

How are you strengthening the connection between your CEO and your employees?

Do your employees have a way to interact with your CEO directly, perhaps via social media?