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Feb 14, 05:37 am: Finding a person like me

From the Edelman Trust Barometer:

Trust in Non-Governmental Organizations (NGOs), which have consistently been the most-trusted institution in Europe during the six years that the survey has been conducted, has steadily increased in the U.S. (‘01=36%, ’06=54%); and increased significantly in the last 12 months in Canada (’05=45%, ‘06=57%) and Japan (’05=43%, ’06=66%). Despite the survey asking for only trusted global companies, many respondents volunteered NGOs such as the Red Cross in France and the UK and Greenpeace in Germany were also frequently mentioned. NGOs are now the most-trusted institution in every market except Japan and Brazil. The widespread rise in trust of NGOs has now extended to Asia, especially in China, where ratings went from 36% to 60% in last 12 months.

And, from Richard Edelman – 6 A.M., Davos Conversations on the Future of Media. I can’t even pick which of the quotes to point to. Go on. Read the whole thing.

And from his The Me2 Revolution:

Smart companies must reinvent their communications thinking, moving away from a sole reliance on top-down messages delivered through mass advertising. This is the Me2 Revolution. What is now required is a combination of outreach to traditional elites, including investors, regulators, and academics, plus the new elites, such as involved consumers, empowered employees, and non-governmental organizations.

The most profound finding of the 2006 Edelman Trust Barometer is that in six of the 11 countries surveyed, the “person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed. This has advanced steadily over the past three years.

Interesting stuff, eh? Indicates we shouldn’t be going hat in hand to corporation partners asking for their support. But that we should be going as equals, with something valuable to give and get.

tagged: net2, platform, outreach, advertising, edelman