The Irish results from the Edelman Trust Barometer 2009. Presentation by Piaras Kelly

1. Ireland 2009 Edelman Trust Barometer

3. What a difference a year-and-a-half makes January 19, 2009 May 14, 2007

5. Trust in Business, Media, and Government is half empty

6. Business

7. The Trust Divide – Emerging vs. Established Economies Trust in business <50% Trust in business >50%

8. In U.S., trust in business at lowest level, including post-Enron Enron, the dot-com bust and September 11 77% of Americans trust business less today than they did a year ago US joins Europe 20 point drop

10. Companies headquartered in Sweden, Germany and Canada remain most trusted; companies in China and Russia trusted the least

11. In Ireland, trust in most industries remained steady

12. Government

13. Government fares no better

15. By 3:1 margin globally and 4:1 margin for Ireland, publics agree that government should impose stricter regulations and greater control over business across all industries

16. Three Global Issues: Who Is Responsible for Causing and Solving? Global Warming Energy Costs Financial Credit Crisis

19. Business has lost the ability to lead unilaterally Must partner with others to solve global issues

21. Expertise and peer conversations drives credibility of information sources Traditional Corporate Digital 47% 40% 44% 38% 36% 34% 40% 27% 24% 26% 13% 35% 27% 16% 15% 19%

22. Ireland trust in traditional information sources wanes

23. Ireland trust in corporate information channels low Most trusted corporate information source is employees

24. CEO credibility hits new low globally

25. Spokesperson credibility remains mostly stable in Ireland Academics or experts most credible *asked as “an academic” in 2008 - 10 +20

26. Publics Need To Hear Information Regarding A Company Or Brand Multiple Times Through Multiple Channels & Voices 61% 3-5 times total

27. Through personal action, trust has tangible benefits Chose to buy their products/services Refused to buy their products/services Recommended them to a friend or colleague Criticized them to a friend or colleague Paid a premium for their products/services Bought shares Sold shares Shared positive company opinions/experiences online Shared negative company opinions/experiences online + - Actions taken with trusted and distrusted companies

28. Public Engagement: a strategy for changing operations and communication Shared Sacrifice Continuous Conversation Private Sector Diplomacy Mutual Social Responsibility

31. 2009 Edelman Trust Barometer