Trust in the four institutions of business, government, media and NGOs is up around the world, but it is only the developing economies of Asia and the Middle East that can feel good about that.
That’s the next stage of the journey for the smarter social and digital PR agencies and their clients. Here are a few predictions for the year ahead.
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APACMEA has both the lowest score of trust in business (South Korea) and the three highest (UAE, Indonesia and India).
Today Edelman takes an important next step in our Global Women’s Executive Network (GWEN) initiative in the Asia Pacific, Middle East & Africa (APACMEA) region.
I have just finished chairing the PR Jury at the 2014 Spikes Asia awards in Singapore and I can reveal that… Japan is the new Australia! Well, it is in terms of creative entries and breakthrough campaigns.
We have witnessed a curious anomaly: Trust in media in some countries where the government controlled that media was often higher than countries where media was traditionally thought of as “free.”
The Singapore results of the 2014 Edelman Trust Barometer show big in a nation where government and business have been credited with the nation's near miraculous one generation rise.
Overall, trust in the regions has gone up marginally this year, though that was largely driven by a noticeable increase in trust in NGOs.
In China, people feel much freer to express themselves online because Chinese society is, on the whole, much more socially constrained than the west.
The best of the PR and advertising industry has changed a lot over the last few years and will continue to do so, and I expect both types of agencies will continue to learn from each other.
Without active engagement programs, ambitious and expansionist companies from emerging markets will pay a significant premium trying to establish commercial partnerships, buy businesses or sell their products and services in the developed world.
At the annual meeting of the Public Relations Institute of New Zealand, I was asked to address global trends and where I felt the PR industry was heading.