Trust is Currency

Recently, I revisited Edelman’s Trust Barometer for 2013. It is an annual study that measures the public’s trust in different markets and industries.

I encourage you to skim the study and see where your industry ranks. Then, look at your communications strategy and make sure your efforts are taking advantage of the areas where trust is high.

For example, employee credibility has increased dramatically this year. Look for ways to encourage employee participation in your efforts to grow your brand.

Another area of growth is “persons like me”. More and more we are influenced by people who have similar interests, experiences, and values to us when making decisions.

There are millions of dollars worth of information in the Trust Barometer report.