The PRmoment Podcast: The implications of The Edelman Trust Barometer 2022 for communicators

Welcome to the PRmoment Podcast.

This week we’re talking to Louise Turner, managing director at Edelman Data & Intelligence, about the UK results of The Edelman Trust Barometer 2022.

Before we start just to say tickets for the PRmoment Awards have now gone on sale.

They will be the first PRmoment face-to-face awards since 2019!

Thanks to our PRmoment Podcast sponsors, The PRCA.

Here’s a summary of what Louise and I chatted about:

3 min
What are the top trends coming out of the UK results of the Edelman Trust Barometer this year?

4 mins
Why the UK now has a record trust gap between high and low-income groups.

5 mins
The impact of Partygate: Louise talks us through the differences in the trust in the UK Government from Nov 2021 to Jan 2022 results.

6 mins
In November 2021, the UK Government had a trust score of 42%. In January this dropped to 29%—the lowest score for the UK Government in a decade.

7 mins
Louise explains how The Trust Barometer has picked up growing consumer cynicism around purpose and greenwashing this year.

10 mins
Louise talks us through the 2022 and 2021 year on year trust scores for the Government, employers, the media, business and NGOs.

Government

Your employer

Media

Business

NGO

2021 (Q1)

45%

71%

37%

50%

49%

2022 (Q1)

29%

76%

22%

43%

37%

17 mins Louise talks through the trend of trust increasing the more local, or the more personal the institution.

18 mins Why is ‘your employer’ by miles the most trusted institution?

19 mins What are the 2021 and the 2022 trust scores for the different media channels?

Traditional media, inc broadcast and online

Search

Owned media

Social

2021

44%

46%

23%

19%

2022

53%

49%

31%

24%

22 mins Traditional media, including broadcast and online, has had a very good year, trust wise. In that sense, it won the trust league this year?

26 mins What’s a good trust score and what’s a bad trust score? (A score of below 50% is mistrusted and a score of over 50% is trusted.)

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