Given today’s increasingly fragmented media landscape, the rules of engagement have changed. Engagement that builds trust and reaches beyond the informed public must take into account the full universe of today’s content creators—not simply the traditional media.
A search engine’s ﬁndings are now the most trusted source of general news and information. Search engines are more trusted than traditional media by a measure of ﬁve percentage points—a gap that widens to eight points for Millennials. One’s “friends and family” are more trusted as content creators than journalists by more than 30 percentage points.
At the same time, building trust relies on a number of diﬀerent forms of engagement. In fact, while blogs, social media and traditional media interviews are all seen as fundamental to building trust in CEOs, communication via industry conferences is viewed with even more importance.
As mentioned previously, businesses need to also rally employees to become their brand advocates. Employees, whose trust levels (52 percent) are on the rise. Respondents are more likely to trust an employee compared to a CEO for information on treatment of employees (48 percent versus 19 percent) and information on business practices and crises (30 percent versus 27 percent).