CEOs least credible spokesman for a company: Survey

Bangalore: A survey of 4,875 college-educated consumers in 22 countries has brought into light that CEOs remained the least credible spokespersons for a company. The survey called 2010 Edelman Trust Barometer report says that academics/experts or industry analysts are the most credible voices for information about a company.

The credibility of CEOs showed notable recovery in many markets, jumping by nine points in the U.S. (to 26 percent) and by 13 points in the UK (to 33 percent). Despite this climb, CEOs still rank in the bottom two in the list of trusted spokespeople in the U.S. and Germany. In BRIC countries, where CEOs have always been more trusted, CEO credibility rose by seven points (44 to 51 percent) and is now on par with a "person like me," which dropped from 57 to 50 percent in two years - with an even more dramatic decline in the U.S. (60 to 39 percent) and the UK (51 to 35 percent).

Global trust in business is up modestly but the rebound is fueled by a spike in a handful of Western countries, especially the U.S. where it jumped 18 points to 54 percent. Trust in business remains high in three of the four BRIC countries, with Brazil, India, and China above 60 percent. The overall rise is tenuous, however, with nearly 70 percent saying business and financial companies will revert to business as usual after the recession. Trust in banks declined dramatically in most Western countries, plummeting 39 points (68 to 29 percent) in the U.S. and 20 points (41 to 21 percent) in the UK from 2007-2010.

"Trust in business has improved, but the patient has a long road to go for a full recovery," said Richard Edelman, President and CEO, Edelman. "The increase in trust in business belies its fragility. There is concern that short-term actions have been taken only as a result of the crisis and that government will need to remain a watchdog. Companies will have to prove the skeptics wrong and show they can achieve both profit and purpose."

For the first time, this year's survey shows that trust and transparency are as important to corporate reputation as the quality of products and services. In the U.S. and in much of Western Europe, those two attributes rank higher than product quality - and far outrank financial returns, which sits at or near the bottom of 10 criteria in all regions. This is in stark contrast to 2006 when financial performance was in third place in a list of 10 attributes shaping trust in the U.S. "We're seeing a vastly different set of factors driving reputation than we did 10 years ago. Trust is now an essential line of business to be developed and delivered," said Edelman.

"CEOs who embrace this new line of business called trust have seen their credibility rise," said Edelman. "Stakeholders are beyond placing blame. They are looking for leaders who will deliver performance, communicate frequently and honestly, and consider the role of business in society."

Reports from industry analysts and articles in business magazines remain the most credible sources of information about a company, at 47 percent and 42 percent, respectively. However, the credibility of mainstream media, including television, newspapers, and radio, is waning. In the U.S., the credibility of television news dropped 20-plus points in two years (from 43 points in 2008 to 20 points in 2010). In the UK, radio news coverage dropped by 20 points in two years. In the BRIC countries, television news and newspapers declined by more than 15 points each in two years (to 40 and 30 percent, respectively).

"Companies need to speak and listen to a different and often wider range of stakeholders than in the past, and if necessary, be ready to change course based on what they hear. More than ever, engagement needs to be tied to action and not just set to broadcast," said David Brain, President and CEO Edelman Europe, Middle East and Africa. "This means cultivating a wide circle of spokespeople with substantial expertise, participating in conversation in real time, and being open to partner with NGOs for the common good."