FIR B2B Podcast #88: The Decline of Trust and New Twists on End-of-Year Research

This week, Paul Gillin and I examine the results of the 2018 Edelman Trust Barometer, which shows a remarkable drop in the overall trust from the public. Some alarming results from the annual survey:

  • Sixty-three percent of respondents say they do not know how to tell good journalism from rumor or falsehoods or if a piece of news was produced by a respected media organization.
  • Chinese citizens trust their government more than U.S. citizens trust theirs. 
  • Technology remains the most trusted industry sector of them all, with a trust rating of 75% (whew).
  • CEOs are becoming more trusted sources and are increasingly being asked to address public policy issues.
  • One-quarter of respondents said they read no media at all because it is too upsetting. 

In the second part of our discussion, we look at some examples of annual trends/reports in the security field that I have been studying for this post. For example, Kaspersky’s “story of the year” was about the rise of ransomware, and this set of predictions from ServiceNow are short and sweet, which is a nice break from the norm. Watchguard has been posting a series of predictions to its blog using short videos. All are noteworthy. We suggest B2B marketers review these tactics and see if they can apply to their own media relations efforts.

You can listen to our 17 min. podcast here:

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