The 2017 Edelman Trust Barometer reveals that trust is in crisis around the world. The general population’s trust in all four key institutions — business, government, NGOs, and media — has declined broadly, a phenomenon not reported since Edelman began tracking trust among this segment in 2012.
Global Chair, Technology: Nat Kerris
Technology touches every aspect of our lives. It drives many of the world’s greatest innovations. Some companies invent, while others sell. Some use technology to disrupt other industries, creating unprecedented growth and valuation. But nearly all companies face technological issues and complexities.
Edelman Technology views the world through multiple lenses: We help tech companies build their brands and reputation. We assist them in marketing their products, differentiating them within their fields – finance, energy, media, health, education and more. And we help companies evolve their business, promote their vision and protect their reputation as they grow.
Across every industry that technology touches and shapes, we provide insights and develop creative strategies that help companies adapt to the changing tech landscape and communicate widely and effectively.
The phenomenal advancement in technology of recent years, from mobility and cloud computing to the Internet of Things, is igniting discovery and innovation on a global scale. This is creating new classes of companies and unprecedented business models, while shaking up and energizing every industry sector, from financial to energy, health, transportation, education and agriculture.
Such relentless change presents new opportunities and new challenges for organizations of all kinds. In the face of uncertainty, companies must:
• Build brands and rise above market noise with meaningful stories that resonate.
• Create and sustain communities based on respect and trust with their stakeholders.
• Develop employees, partners, developers, analysts and enthusiasts as influencers.
• Attract and retain top talent.
• Address the complexities of working across geo-political boundaries and respecting the expectations of different cultures.
From hot challenger start-ups to dominating category leaders, Edelman helps our clients capitalize on change and navigate market complexity to grow and thrive. Our deep knowledge of tech spans more than 450 practitioners in nearly 30 countries across every sub-sector:
• Clean Tech/Clean Energy
• Consumer Tech
• Data Security & Privacy
• Education Tech
• Enterprise Software
• Financial Tech
• Internet of Things
When combined with our expertise in adjacent sectors, such as energy, health and financial services, and with practice areas such as digital marketing, corporate reputation, employee engagement, public affairs and crisis, we stand alone in the knowledge and capability we can bring to the game, anywhere in the world.
We’re the team that launched Xbox and helped it grow into a pop culture icon with the launch of Kinect for Xbox 360 a decade later. We helped engineer the Adobe “Create” campaign and steer it through a host of digital and media channels. We’ve helped Samsung build a global reputation with staying power, and we’ve launched hundreds and hundreds of start-ups in just about every known sub-sector of technology. We develop 360-degree solutions that target everyone from policy makers to partners, shareholders to customers.
Choosing the right communications marketing partner in this environment of radical change is essential. The most successful organizations will be driven by a new understanding of trust, complex relationships and narrative manifest as meaningful story. This is true nowhere as much as in technology communications, where Edelman has earned the license to lead.Read less
Expertise & Intellectual Property
A data driven study into privacy, prediction and personalisation by Edelman & The University of Cambridge Psychometrics Centre
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