Opportunities for brands – Edelman Trust Barometer

In February 2016, we held an event in The Marker to unveil the findings of the Edelman Trust Barometer for 2016. In front of a packed room of clients and representatives from the public and private sectors the findings were unveiled by our managing director Joe Carmody followed by a keynote speech from His Excellency Dominick Chilcott, British Ambassador to Ireland. The findings were then discussed in detail by  an esteemed panel of Mr. Robert Watt, Secretary General at the Department of Public Expenditure and Reform, Ms. Dearbhail McDonald, Associate Editor and Legal Affairs Editor at the Irish Independent along with the Ambassador. Shane Coleman, Newstalk’s Political Editor did a fantastic job MCing the event.

This was my first Edelman Trust Barometer. It’s a unique piece of intellectual property that I have admired from afar over the past few years. One of the key reasons I joined Edelman is because it’s the biggest agency in the world and the Trust Barometer is a strong indicator of the genuine collaboration across the global network. For the 2016 Edelman Trust Barometer, research firm Edelman Berland surveyed more than 33,000 respondents across 28 countries.

Why is Trust important?


Opportunities and implications for brands

There’s a good summary of the event and insights on TheJournal.ie here and on our own website here but I’ve outlined what I see as some of the key implications and opportunities for brands in Ireland below to increase trust.

Increasing CEO visibility: When it came to the spokespeople that were most trusted by the public CEO credibility saw the biggest increase.  Granted, the rise was from a pretty low base of 31% the jump to 43% represented the biggest jump on our list. CEOs are earning trust back after a few tough years. Edelman employs a 16 point trust-building leadership attribute audit for trust in Irish CEOs and in Ireland our CEOs were seen as underperforming under every single point. We know that Irish CEOs are performing better than the public believes so it’s all about communication.

“Real CSR”: Making a profit is not something to be ashamed of. All too often, we’re seeing organisations use CSR as a bolt on for cheap PR but it’s the organisations who build worthwhile social responsibility into their DNA that benefit the most.

More scope for controlling the message: Search engine, owned and social all saw rises in trust levels. Delving deeper into this we also saw a specific increase in trust levels for content created by brands from 40% to 60%.

Utilising employees as spokespeople: Employees are essential spokespeople. Companies that have the courage to empower employees as spokespeople can earn trust. Our research found that for a number of topics including crises and performance an employee can be seen as the most credible spokesperson.

Online influencer marketing: I’ve already touched on the jump in trust levels for content created by companies but the above chart shows the myriad of voices and their trust levels. It’s important to use the right people to engage with and amplify your content. Interestingly, content created or shared by celebrities is less trusted than that of elected officials.


These are just some of my own thoughts from a very extensive piece of research into trust. If you would like more information on the Trust Barometer or to talk about how you can build trust levels in your organisation talk to me at martyn.rosney@edelman.com.


GUEST POST: Two public relations courses to help you land your dream job

This post is a guest post from Fitzwilliam Institute’s Manuela Bologheanu


For the 22nd year in a row, Fitzwilliam Institute is launching, on the 20th September 2016, its industry endorsed Postgraduate Diploma in Public Relations with Arranged Work Experience. The course, unique in Ireland, was born based on the simple, but very powerful idea that practical skills training will empower students with hands-on skills and experience.

Accredited by the Public Relations Institute of Ireland (PRII), The Postgraduate Diploma in Public Relations with Arranged Work Experience is thought and delivered by top Public Relations professionals. The course takes place in Dublin City Centre and it includes:

  • 3 Months in-class training, with interactive modules covering all aspects of Public Relations
  • Practical Skills Training From Leading Public Relations Industry Professionals.  This course also features a number of guest speakers from the Public Relations Industry.
  • Real Life Public Relations Briefs. Course participants will gain exposure to a PR portfolio and work on a real Public Relations brief. Participants will then present and pitch this project to examiners as Public Relations professionals would pitch to clients.
  • CV Preparation and Interview Techniques
  • 3 Months of Arranged Work Experience with Leading Public Relations Companies and Departments across Industry. Over 95% of the work experience placements are converted into full-time positions within the Public Relations industry – this is the best rate in Ireland. (photo – placement companies).

For graduate Sadhbh Higgins, Fitzwilliam Institute’s course was the opportunity to land her dream job.

“Fitzwilliam Institute Postgraduate Diploma is a great gateway to the world of PR. The course is extremely relevant with current industry case studies and topical PR trends at the forefront of every lecture. It’s so reassuring to know that your lecturers are industry professionals, meaning that every course topic is approached with authentic knowledge of the subject and first-hand experience in mind. The standout aspect of the course for me was the arranged work placement. The placement challenges you to put your knowledge to the test whilst growing and learning in a real working environment and is paramount in developing a true understanding of the ins and outs of PR. The experience gained whilst on work experience plays such a pivotal role in your approach to the exams and perhaps even more importantly, the road to future employment. I did my placement at Elevate PR and was lucky enough to be hired once i finished my internship. I’m happily still working away at Elevate PR as an Account Executive”. 

Fitzwilliam Institute also provides an alternative for those who cannot commit to studying full-time. The Part-time Evening Diploma in Public Relations, starting on 10th October 2016, takes places in Dublin City Centre, two evenings/ week for 24 weeks. The course is a dynamic, interactive, workshop-based training programme featuring real life public relations briefs, case studies, pitch and presentation modules. The course is also thought and delivered by top public relations professionals.

To book a place or find out more about any of these courses, please visit http://www.fitzwilliaminstitute.ie/public_relations_courses.php, call 01 283 4579 or email info@fitzwilliaminstitute.ie.

GUEST POST: DIT PRPA Society Annual Conference 2016

This post is from DIT PRPA’s Claire Rowley, Clara Tobin and Michelle Duffy


‘Leveraging Social Media in Public Relations and Public Affairs’

The DIT PRPA Society are hosting their annual PR conference on Friday, 22nd April 2016 in The Courtyard, DIT Aungier Street. From 11am – 5pm ‘Leveraging Social Media in Public Relations and Public Affairs’ will address how various sectors of public relations and media are utilising social media, with guest speakers sharing their insights into how social media is constantly changing the landscape of communications.

Organised by DIT PRPA’s Claire Rowley, Clara Tobin and Michelle Duffy, the team want to create discussion on key topics concerning the PR industry. These concerns include social media strategy, creative content and social media evaluation. The organisers have gathered an impressive line-up of high profile digital influencers and social media experts from the world of advertising, entertainment, current affairs, consumer and corporate PR which include:

  • Snapchat star James Kavanagh
  • Elevate PR’s Managing Director Emma Kelly
  • Edward Melvin, Digital Strategy Director at Publicis Dublin
  • Martyn Rosney, Account Director, Edelman
  • Cassie Delaney, Features Editor, Her.ie, Maximum Media Network
  • Jenny Hauser, Social Media Journalist, Storyful

The conference is open to all students, graduates, interns and especially public relations professionals interested in networking and gaining insights into the role social media has in driving results. Social media is constantly changing and we are all learning how to adapt to these changes and mould ourselves into new ways of thinking. This gathering is a perfect opportunity to gain new perspectives and insights into how our competitors are using social media to their advantage.

For more information and tickets, visit Eventbrite : http://bit.ly/1Vq4hvy

Hopefully this will be an event that will spark a wider discussion.