Professional Documents
Culture Documents
Final Edelman Trust Barometer Case Study
Final Edelman Trust Barometer Case Study
Final Edelman Trust Barometer Case Study
Written By
Ally Dunne
+
The Edelman Trust Barometer
A case study that looks into how Edelman Public Relations
uses the Trust Barometer in strategic communication
practices for the company and its clients.
1
2
+
Edelman
The Worlds Largest PR firm
Since its start in 1952, Edelman
has grown into one of worlds top
public relations firms. Currently,
Our major goal is client service,
Edelman has over 5,000 employees in
and not service to Wall Street. Our
65 different cities (1). The current
independence allows us to be
president and CEO is Richard
feisty, hard-hitting, creative and
Edelman, who is pictured above.
According to its website, their main courageous. And honest. Were
Theme of the
2015 Trust
Barometer
+
Trust Barometer
An inside look into consumer trust
4
+
Norton By Symantec
4
2
1
Conclusion
The Edelman Trust Barometer has campaigns. Their clients can be sure that any
been an essential publication in the world strategic communication efforts will be
of public relations since 2000. It has reaching the right people in a way they can
created a wide range of knowledge about believe in to help cut through the marketing
consumer trust and has influenced clutter consumers absorb every day.
countless strategic communications
In a time where the news is filled with
campaigns. The Trust Barometer is not only
distrust in government, law enforcement,
great for the strategic communications as a
terrorist groups, and nuclear deals, its
whole, but also as a marketing tool for
important to make consumers feel they can
Edelman. By publishing such a
trust the brands and the companies they are
comprehensive and well-regarded study
interacting with. By giving the consumer with
year after year, Edelman is reaffirming
purchasing power a feeling of trust, you are
their prowess and top position in the world
linking your brand with positive recognition
of Public Relations. Companies know that
and will be much more likely to sell your
when they hire Edelman, their target
products. Consumerism has been associated
markets are already incredibly well
with greed and money, which is mainly why
researched and that the ideas used will be
trust in CEOs is so low. Edelman has found a
cutting edge, reflecting current societal
powerful and truthful way to restore trust in
trends in trust.
brands and has the power to better society
The Trust Barometer also shows its because of it.
value in the wide-reaching global
parameters to the research. In 2014, 33,000
people were surveyed in 27 different
countries (7). Edelman can identify key
traits in what consumers trust to create
powerful and wide-reaching global
+
Sources
Used
1) About Us. Edelman. Web. 07 Apr. 2015. http://www.edelman.com/who-we-are/about-
edelman/.
2) Edelman, Richard. "Earning the Right to Innovate." Edelman Conversations. N.p., 19 Jan. 2015.
Web. 07 Apr. 2015. <http://www.edelman.com/p/6-a-m/earning-the-right-to-innovate/>.
4) "Norton by Symantec: Protecting Consumers From Cybergeddon." Edelman. N.p., n.d. Web.
lorem ipsum
[Street Address]
[City], [State][Postal Code]
[Web Address]