By Edward M. Bury, APR (aka The PRDude)
One great advancement of modern society is the ability to develop a methodology that let’s us gather and analyze data in order to provide a perspective or determine a direction on a specific topic or issue
Image courtesy of the 2018 Edelman Trust Barometer web site.
These take shape as research reports and survey findings; but even today’s weather report and the Dow Jones Industrial Average are aggregations of data that help us make decisions and illuminate what’s happening around us. In the case of the former example just noted, we might be propelled to buy or sell securities, and in the case of the latter, we gain the insight to perhaps bring an umbrella when venturing outside.
The other day, I decided to explore another data yardstick, one that addresses the very foundation of the public relations profession — and certainly many others — as well as the more encompassing concept of moral behavior.
The medium is the 2018 Edelman Trust Barometer, the annual report designed to gauge trust and credibility. Published by a division of the global communications firm, key findings from the recently-released report are beyond sobering, unquestionably alarming and frankly depressing.
Trust in the United States, the Barometer reported, has plummeted among the general population surveyed, pushing the nation down to the lower quarter of the 28 nations included in the study. Among those polled who ranked among the informed population, the findings were even more bleak: The United States ranked the lowest of nations surveyed.
Media organizations — for decades the standard for trust and accuracy — were battered, too. According to the 2018 Barometer, the media for the first time in the 18 years of the report was listed as “the least trusted institution globally.”
This news story published by Edelman provides more details. And, Edleman President and CEO Richard Edleman encapsulates the 2018 Barometer findings in this poignant comment from the Executive Summary. “As we begin 2018, we find the world in a new phase in the loss of trust: the unwillingness to believe information, even from those closest to us.”
So, what can the public relations industry and those of us who practice and promote ethical, honest communications do in the face of the decline of trust in our nation and the media?
Here’s a start:
- Adhere to established standards for ethical communication. If you need a place to learn, refresh or get started, the PRSA Code of Ethics offers a solid foundation.
- Call out instances of erroneous or malicious communications. Remaining on the sidelines enables those bent on disseminating lies, conjecture and “fake news.”
- Enlist others to lobby for responsible communications practices. Inspire debate among colleagues, family and friends.
- Forward this post to everyone within your network and subscribe to future PRDude posts.
Well, kidding about the last item. (Sort of.) For an alternative, forward a link to the 2018 Edelman Trust Barometer.
Feel free to share your thoughts, of course, on strategies and tactics the public relations industry can initiate to reverse the decline of trust today.