EDITORIAL: Corporate 'trust' under spotlight

Research this week from Edelman PR Worldwide underlines what those in communications know from experience: profit-driven firms are trusted less than NGOs and governments to behave in a socially responsible and transparent manner.

The report's conclusion contains much for PROs to learn from. The private sector has a way to go before achieving parity of trust with 'worthy' operations. For as long as profit and shareholder value rule, this will remain the case.

But if the choice is for PR to throw up its hands and admit defeat in the battle for corporate reputation, or to impress upon managers the need for transparency and responsible behaviour, there is only one choice to be made.

The challenge for corporate PROs is to win that argument among business managers. Spin alone will not improve the Edelman results next time.

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