Trust for organisation holds key for success – Edelman Barometer

ITREALMS:

Trust and credibility survey among Nigerians in institutions, government, business, media and non-governmental organisations has revealed that 72 per cent of the populace ranked trust in an organisation as number one consideration above other factors when buying a product or relating with them, reports ITRealms. 

In the first-ever 2018 Edelman Trust Barometer Report unveiled in Lagos, Nigeria, weekend at Eko Hotel & Suites, Victoria Island, Lagos, Nigerians sampled in the survey said although a good reputation may get them to try a product, but unless they trust the company behind the product, they will soon stop buying it regardless of its reputation.

“Eighty-seven per cent of the respondents say companies that only think about themselves and their profits are bound to fail,” the report indicated, noting that respondents’ expectation is that businesses should be the driver of economic prosperity rather than mining profits to themselves only.

“Fifty-seven per cent agree that driving the economic prosperity of our country is one of the most important things businesses should do,” it affirmed.

The presentation of the 2018 Edelman Trust Barometer in Nigeria by Edelman was organised by Chain Reactions Nigeria, Edelman’s Exclusive Nigerian Affiliate and the Preferred West African Partner, with the theme: “The Battle for Truth.”

Speaking at the presentation of the global data from the report, Managing Director, Edelman South Africa, Jordan Rittenberry, expressed concern that the overall global assessment of the four mainstream institutions showed declines in trust about business and non-governmental organisations in 14 of the 28 countries sampled, and therefore called on key decision makers in the respective organisations to be deliberate in building their trust asset through increased investment.

Rittenberry said: “Over time trends have shown there is low trust in business and non-governmental organisations, so it is important that people in these institutions pay more attention to how the citizens trust them.”

Rittenberry added that “media is now least trusted institution” as a result of the menace of fake news which he noted has moved from being just a phenomenon to a key factor in shaping perception.

“People define media as both content and platforms, so nearly seven in 10 worry about false information or fake news being used as a weapon,” he declared.

The Managing Director/Chief Strategist, Chain Reactions Nigeria, Israel Jaiye Opayemi, in a welcome speech enthused that the inclusion of Nigeria in the annual survey for the first in the 18-year-old history of Edelman Trust Barometer was in fulfillment of the company’s promise last year to ensure Nigeria was in focus among the comity of nations of reckon annually sampled by Edelman. 

 

“Trust sits at the heart of social capital. For those who were here last year, we made a promise that Nigeria would be included in the 2018 deck of the Edelman Trust Barometer. I am happy to announce that we are here today to fulfill that promise,” he said.

Nenye Dom/GEE

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GOCOP president, Oladipo, joins panel to unveil 2018 Edelman Trust Barometer

ITREALMS:

Preferred West Africa’s partner of Edelman, Chain Reactions Nigeria, has named the President of Guild of Corporate Online Publishers (GOCOP) Mr. Dotun Oladipo as panelist for the 2018 Edelman Trust Barometer, reports ITRealms.

Chain Reactions Nigeria, ITRealms gathered is one of Nigeria’s leading Public Relations and Integrated Communications consulting firms and the exclusive Nigerian affiliate of Edelman, the world’s largest PR firm with presence in 65 countries across the globe.

ITRealms confirmed that on May 31, Chain Reactions would host an event to unveil the report of the 2018 Edelman Trust Barometer.

Edelman Trust Barometer, ITRealms gathered, is the annual global trust and credibility survey conducted by Edelman Intelligence, the independent research arm of the Edelman global network.

The survey consists of 25-minute online interviews whereby respondents are asked questions on how much they trust the four mainstream institutions of society like government, business, media and non-governmental organisations to do what is right.

Since 2001, Edelman has been measuring trust in these four critical institutions of society across 28 countries, but this year is the first time Nigeria has been included in the survey.

The inclusion of an exclusive deck on Nigeria by Edelman Intelligence is on the heels of the significant impressions recorded last year when Chain Reactions hosted the presentation of the 17th edition of the annual global survey in Lagos, the first time ever in the history of Nigeria and since the survey was established in 2001.

Impressed with the positive impressions recorded with the presentation of last year’s Edelman Trust Barometer Report in Lagos, a delegation of senior Edelman executives, to be led by the Managing Director of Edelman, South Africa, Jordan Rittenberry, is scheduled to be in Nigeria to officially present the 2018 Edelman Trust Barometer Report in Lagos.

Rittenberry was also in Lagos last year for the launch of the 2017 edition, which attracted a large attendance of key representatives of government, CEOs of marketing communications firms, media executives and key representatives from non-governmental organisations.

Commenting on the significance of having exclusive data on Nigeria in this year’s survey, Managing Director/Chief Strategist of Chain Reactions Nigeria, Israel Jaiye Opayemi, expressed delight that Chain Reactions is taking leadership and stepping ahead of its peers in helping to overcome dearth of reliable data required by organisations in the public and private sectors to develop strategy for their growth.

“Lack of trust is a major factor that impacts organisational reputation everywhere. It is affecting government and businesses alike. This bespoke report on how Nigerians trust their government, businesses, the media and non-governmental organisations operating in Nigeria will become the most useful manual in the hands of those saddled with running these institutions,” he said.

This report, he said, will put quick insights and knowledge at the disposal of decision makers in government, business, media and non-governmental organisations on how to build or strengthen their trust equity.

“Last year, we made a promise to Nigerians to ensure we have a Nigeria-specific data in the 2018 survey, and we are glad to announce that together with our partners in Edelman, Chain Reactions has delivered on this noble promise. This is a demonstration of what we preach in business,” he said.

An eight-man panel comprising seasoned professionals, media practitioners, government officials and civil society activists will be discussing the survey report and its implications for Nigeria.

ITRealms further reports that respected investment analyst and chief executive officer (CEO) of Financial Derivatives, Bismack Rewane, would chair the occasion. He would be joined by GOCOP president, Mr. Dotun Oladipo and Seasoned Journalist and Editor of BusinessDay newspaper, Anthony Osae-Brown as panelists to discussing building trust for the media in the age of fake news.

Others include Lead Consultant/CEO of Thistle Praxis, Ini Abimbola, and Stanbic Bank’s Executive Head of Marketing and Communications, Nkiru Olumide-Ojo, who would be dwelling on growing trust for businesses.

Additionally, respected personalities expected to lend their voices to the trust discourse at the event will include Publisher of Ovation Magazine and Columnist with THISDAY newspaper, Chief Dele Momodu, as well as the Commissioner for Information and Strategy in Lagos State, Kehinde Bamigbetan, who will represent Governor Akinwunmi Ambode and occupy a place on the panel for government.

Opayemi pointed out that the exclusive report would also help the key institutions of government, business, media and non-governmental organisations to future-proof their efficiency, value delivery and sustainability as they become more aware of how citizens perceive and trust them while they also take proactive steps to improve on their trust assets.

Nenye Dom/GEE

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