Edelman’s 2021 Trust Barometer report found that social media is the least trusted source for corporate communication.
With 56% of people stating "my employer's CEO" or "a person like yourself" is a reliable source of company info, consumers have resorted to experts, amid COVID-19. However, a CEO who is not the leader of an employee and with whom they have no personal relationship, is only trusted by 45% of those who feel that leader is credible.
COVID-19 communication from doctors and healthcare providers at 38% was ranked the highest in terms of credibility and honesty. Other trusted communicators were academics and scientists (32%), employer CEO (27%), and global health authorities (24%).
Moreover, 40% believe that employees are most important stakeholders to build trust and reputation. Brands must update their crisis communication plan and enhance employee experience, as people are hopeful of positive changes, post-COVID-19.
[4 minute read]