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25 Years of Trust
Featured My Middle Name is Winston Inside Edelman: Meet our U.S. Culture Champions – Masa Najjar In this edition of Inside Edelman, we highlight our Edelman Culture Champions, celebrated by their colleagues for their exceptional commitment and positive impact in creating a supportive workplace. KEEP READING Breaking New Ground: My First ColorComm Experience Was Exactly Where I Needed to Be Last week, I had the privilege of attending the 10th Annual ColorComm Conference in Miami. For years, I had admired ColorComm from afar, curious, hopeful, yet uncertain if I belonged in a room filled with such accomplished women. As a communications professional with over two decades of experience, I’ve often found myself in spaces where few, if any, looked like me. So, walking into ColorComm for the first time was more than a conference experience – it was a homecoming. KEEP READING Explore All Insights

2021 LinkedIn-Edelman B2B Thought Leadership Impact Report

Edelman and LinkedIn collaborated on the fourth annual B2B Thought Leadership Impact Study to examine how thought leadership influences perception and buying behaviours among B2B decision-makers.

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Insights

2021 Edelman Trust Barometer Ireland Findings

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The 2021 Edelman Trust Barometer’s Ireland findings show the emergence of health authorities and members of the scientific community as highly trusted leaders. The overwhelming majority of respondents, 71%, view the Health Service Executive (HSE) and the National Public Health Emergency Team (NPHET) as trusted organisations, while the World Health Organization (WHO) also enjoys strong trust levels with 70% of Irish respondents, according to this year’s Barometer.

An additional supplemental study, which was carried out  last month, also shows that with the vaccine roll-out under way, a significant majority of respondents, 77%, said that they are willing to vaccinate – a 12-point increase since November. Despite a sense of urgency among the Irish public around the need to get vaccinated, the biggest concern is about the wider economic fall-out from the pandemic according to just under three-quarters (74%) of Irish respondents. This compares to the 63% who say they are concerned about contracting Covid-19. 

While health authorities have emerged as trusted voices, the 2021 Edelman Trust Barometer also shows that there has been an increase in trust levels in institutions in Ireland, with trust in government increasing to 48% a seven-point improvement compared to last year, while business also saw a considerable jump, rising seven points from 48% in 2020 to 55% in this year’s Irish findings.

The Barometer also points to a drop in trust in all information sources, including traditional media (-11 points), search engines (-eight points) and social media as the least trusted source (-five points). The Barometer points to an urgent requirement to deal with the infodemic of misinformation and highlights the need for personal responsibility when identifying fact and fiction. Only one in four Irish people are practicing good information hygiene, meaning they engage with multiple news sources, avoid echo chambers, verify that the information they are consuming is accurate and vet content before sharing it. 

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Edelman Ireland Trust Barometer 2021

Brexit, COVID-19, the related economic downturn and a rising infodemic are profoundly testing our trust in societal institutions. At the launch of the 2021 Edelman Ireland Trust Barometer, we discussed the long term economic and societal implications of these issues.

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Insights

Eat. Drink. Trust. 2020

Navigating Trust within the Increasingly Complex World of Food & Beverage in Ireland

Edelman’s latest report for the Food and Beverage sector in Ireland, Eat. Drink. Trust., confirms what we have seen as an increasing reality: people expect more from food and beverage, looking to companies within the industry to step up and make a difference. And that action needs to happen here and now. 

When we set out to investigate trust in the sector, the world looked and felt quite different. We knew how critical a role food and beverage played in people’s lives. Our objective was to better understand this in the context of trust, a topic Edelman has been studying for 20 years.

Since then, the COVID-19 pandemic has brought unprecedented levels of uncertainty, leading to a massive reset of priorities, and a focus on the essentials. Amid this crisis, it is reassuring to see how the food industry has shown up, met expectations, and in certain categories even grown from the crisis.

Our research shows that consumers have given new permission for the sector to operate. Through trends analysis, we uncovered debates across six topics, with varying opinions – many of which inevitably impact people’s trust and often leaves an opportunity for brands and business to provide clarity, offer a point of view and even to take a stand. 

Download our Eat. Drink. Trust report today by completing the form below to learn how Irish food & beverage brands can build more trusted and resilient relationships with their customers during Covid-19 and beyond.

 

Insights

A conscious effort

Linda Conway /

In our pre COVID-19 world you could say that Ireland was on an upward trajectory when it came to our sustainable efforts. Keep Cups were a part of our everyday, cycle lanes welcomed a way to reduce carbon emissions and shops around the country were in the midst of making loose fruit and vegetables the new normal. However it’s been a turbulent 2020. The unprecedented arrival of COVID-19 has seen a nation pace back in our strides. The necessity for disposable masks and plastic gloves has come at a price and they can now be seen discarded across the streets of our towns and cities. The ominous air of uncertainty has given us much to think about. Our personal responsibility has come to the fore and it has never been more apparent that one small action can make all the difference, and even spark national urgency. 

This uncertainty informed a new sense of self awareness. Our doorstep was now our hub for the foreseeable future and a revived appreciation for our local communities swept across the country. The nation played their part, and soon we looked forward to being able to see friends and family. Home grown produce was heroed, local parks became sanctuaries and far flung holidays were swapped for staycations.  

Never has the combined effort of both businesses and community been more crucial. For many, like Irish Distillers, it was the moral integrity of the brand that led the quick thinking and partnership that saw an exceptional effort being made to assist in the best way they knew how. In less than two weeks after the initial country wide lockdown, Irish Distillers together with the Cork-based Mervue Laboratories focused their resources on urgently needed sanitisers for the HSE.

Irish Distillers

Recent data from the Edelman Trust Barometer has found that today, 74% of consumers have an interest in a brand’s societal impact. This current of consciousnesses has proven to have an astounding impact and over the last few months we’ve learnt a valuable lesson, we are all change makers. A global pandemic has sounded the alarm on sustainability and consumers are voting with their wallets - value sales of Irish produced brands are were up 17% versus the same period last year.

However, this goes beyond the well intentions of supporting local, it extends to the 73% of Irish people who say sustainability is important to them in all their food and beverage purchases. (Mintel, 2020)

Our personal values have been shaken and stirred, but a renewed sense of responsibility can now fuel an allyship with Ireland for a greener future. Pre-recession, Ireland was celebrated in its actionable approach to climate change. Arguably, our showcase of innovation came to an abrupt pause in the recession of 2007 and as we enter what experts have confirmed will be our second recession of the past 20 years, the role of brand efforts in a greener future has never been more necessary.

The global ambition for climate action was highlighted in 2019. Greta Thunberg became an astonishing force who inspired a generation and David Attenborough used his respected platform to encourage action. Over 6 million people joined marches demanding a greener future. The impact and devastating effects of climate change were on our doorstep. Wildfires in Australia, flooding in Jakarta and Venice, and multiple severe storms in Ireland and beyond. But just as there was a sense of progress, COVID-19 spread across the globe. So where do brands and consumers find themselves?

Sustainability expert Ali Sheridan describes Ireland’s current situation as a “climate crossroads”.

Ali formerly held the roles of Country Sustainability Manager for IKEA Ireland, Sustainability Manager for Bord Bia and was part of the inaugural group of Origin Green Ambassadors, the Sustainable Agriculture Initiative (SAI) Platform. She has extensive involvement in all aspects of championing a greener Ireland with brands and businesses. “Businesses are a hugely powerful change agent when it comes to climate action. They can improve their own practices through resource efficiency or better product design, influence their suppliers through green procurement measures, support consumers through creating sustainable solutions, and support their employees through effective engagement and education.”

Ali believes the business case for sustainability and climate action to be stronger than ever and together with consumers, to have the potential to be the force behind significant change.  In fact, we have seen this first hand working with Deep RiverRock on their 100% Recycled Bottle. Consumers are voting with their feet and the result is an expected increase of 125% in the use of recycled packaging content in plastic food and drink bottles, much like 2018 and 2019.

“An increasing amount of regulation and litigation is helping to level the playing field and mechanisms such as internal carbon taxes are proving effective in nudging businesses to be more proactive around sustainability” which seems to be the exact support that businesses need to fully fulfil the expectation of their consumers - findings from the Edelman Trust Barometer findings which indicates that 80% of consumers believe that brands should be a part of solving society’s problems, both big and small.

The effect of COVID-19 and the future of our climate will be largely defined by our actions in 2020.

We have 10 short years to reach our 2030 Climate & Energy Framework targets.  If these figures are met, the Environmental Protection Agency have estimated that it would save 79 million tonnes of greenhouse gas emissions by 2030 - enough to achieve Ireland’s next EU target.

Ali comments that this as an incredible opportunity for consumers and brands to be part of the change; “We have a big gap to close in our response to climate action and achieving our 2030 targets will not be easy. With a new ambitious programme for government, an incoming climate law, as well as our unique opportunities in areas like renewable energy, Ireland now has an amazing opportunity to shift gear, become a climate leader, and provide a strong example for other nations to follow in the achievement of their own climate objectives.”

The case is strong, action must be taken and it’s evident that a growing confidence is fostering change. Yet, sustainable practice can be an overwhelming area to dive into. Accessibility and information is crucial but where should the average person start? How should businesses advocate for change? Ali insists that every sustainable choice a consumer makes and every effort a business commits to matters. “Look into the impacts of the industries you may be supporting through your purchases. Use your voice to demand companies do more and provide the proof of their efforts and support companies that are truly committed to climate action”

What consumers and brands decide to do in 2020 will define all our futures for decades to come. Will consumers do their research and support brands instigating change? Will brands respond to a national outcry and reposition Ireland as a thought leader? The ambitious goals are set and once more Ireland has the opportunity to be a driving force in powering a greener future.

Brands have now, more than ever, a pivotal role in the future of Ireland.

Insights

Collaborative Teamwork – ASICS Global Account

Laura Connell /

I joined Edelman in 2016 as an intern after completing my master’s in Public Relations. Since then I have worked across numerous brands developing and successfully delivering KPI driven campaigns that span from Sports Sponsorship, to New Product Launches to Brand Repositioning.

As an Account Manager my role is to lead on campaign design, planning and delivery from a strategic and tactical point of view. Recently I was tasked with broadening my scope of work by working with the Edelman ASICS Global Team, who are based out of our UK office. Edelman champions a culture of collaboration and we have always worked closely with teams in other offices, however a new model which was introduced pre COVID-19 now gives offices across the globe the opportunity to collaborate even more. Our way of integrating teams gives individuals the chance to learn from a wider group of colleagues and bring that back to their local clients. The objective is always to have a true client centric approach, ensuring we always propose the best team and the best plan to the client.

I started working on the ASICS Global team in June, this was an excellent opportunity for me to build on the sport sponsorship work I already do and to see how that pans out on the global stage. The mantra at ASICS, is that listening to runners and understanding their changing needs and concerns lies at the heart of everything they do. For the brand, supporting runners throughout the pandemic and ensuring their messaging is relatable to the current climate is very important to them – especially now, with more people running more than ever. They were quick to adapt their marketing plans considering COVID-19 and the team have work tirelessly to deliver award winning campaigns.  

My brief was to support the team on the planning and management of their global communications work while also directing markets on how to implement these campaigns locally. This was a new way of working for me as I had always worked to adapt plans to be relative to the Irish market rather than developing global plans that can then be implemented locally.

The first project I worked on was the global launch of the ASICS Face Cover – a face mask for runners that is breathable, comfortable, and needed during current times. My role here was to compile a guideline toolkit for markets across the world on how they can garner attention and launch the face cover with influencers and media in line with the ASICS tone of voice and messaging. This included media story angles, content ideas and a comprehensive influencer strategy. I also worked across developing the press materials that would be used globally and within markets.

We launched the face mask globally at the beginning of August and the media relations team have garnered a massive amount of coverage including features in global titles such as Forbes. 

I am currently working to develop materials for three product launches for new ASICS trainers, ensuring that all communications and messaging is integrated with wider pieces of ASICS work. The next large piece of work is set to kick off in October where we will see ASICS globally launch an exciting activation for runners in the new normal, informed by research conducted in each market, ensuring the brand continues to meet their target consumer’s needs.

Within the three months of working on the ASICS Global PR Team, I have learned to understand a different way of working, writing, and planning - all to meet objectives on an international level. This experience has already begun to inform my work with my Dublin clients, helping underpin my recommendations where appropriate and giving me a greater understanding of the wider picture for brands.

Insights

Trust Barometer Special Report: Brand Trust in 2020

The Edelman Trust Barometer Special Report: Brand Trust in 2020 reveals that brands face a fundamental reordering of priorities amid a global pandemic and societal outcry over systemic racism prompted by the murder of George Floyd. In this environment, consumers are looking to brands to act and advocate for change. 

  • 53 percent of respondents say ‘whether you trust the company that owns the brand or brand that makes the product’ is the second most important factor when purchasing a new brand. Trust is second only to price (64 percent) 

  • 70 percent say trusting a brand is more important today than in the past – a shared belief among age groups, gender and income  

  • 81 percent say personal vulnerability (around health, financial stability, and privacy) is a reason why brand trust has become more important 

  • 74 percent say a brand’s impact on society is a reason why brand trust has become more important. 

Trust is now the make or break difference for brands.  

Click here to download the Edelman Trust Barometer Special Report:
Brand Trust in 2020

 

Time to Act: Brands Must Solve Problems and Advocate for Change

A global pandemic and economic crisis, and mass demonstrations over centuries of systemic racism and racial injustice have pushed brands to the forefront of societal change. It’s not enough for brands to issue a statement or make an emotional ad. Consumers expect that brands will act and advocate on the personal and societal issues that affect their lives.

An overwhelming majority say solving problems big and small matter most for brands today. 85 percent want brands to ‘solve my problems’, 80 percent want brands to ‘solve society’s problems’, 69 percent cite being a dependable provider, 64 percent cite being a reliable source of information and 63 percent cite being a protector.

Solve my problems and society's problems

When looking at today’s problems, people want brands to be more accessible and keep us safer. In the face of the Covid-19 pandemic, people want brands to protect the well-being and safety of their employees and suppliers even if it means suffering big financial losses until the pandemic ends (90 percent) and to partner with government and relief agencies to address the crisis (90 percent).  

Moreover, in response to racial injustice (from Edelman’s recent Trust Barometer Special Report: Brands and Racial Justice in America’), brands in the U.S. first must get their own house in order by setting an example within their organization (64 percent), by reflecting the full diversity of the country in their communications (63 percent) and by making products accessible and suitable to all communities (61 percent). And there are severe consequences for brands that fail to do so, with 52 percent of respondents of color saying that they will not work for a company that fails to speak out on addressing racial inequality, and 60 percent of Americans buying or boycotting a brand based on its stand on racial injustice. 

Our data shows that it’s not enough for a brand to simply take a stand. Real action is needed, otherwise brands will be seen as exploitative or as opportunists.

Concrete actions

 

Brand trust is earned, not bought 

Earned media is the battleground where trust is won or lost. Personal experience and earned media were found to be the most important factors in the gain or loss of trust amongst respondents. Influence is built through authority and empathy, with industry experts and people like themselves rated as most credible (60 percent and 59 percent respectively). 

Advertising’s effect has become diminished. Now, nearly 7 in 10 say that they use one or more advertising avoidance strategies. The shift from 2018 to 2020 has shown double digit increases from those who avoid ads by using ad blocking technology (+10 pts), paying for streaming services (+15pts) or findings ways to avoid almost all ads (+12pts). 

There is a place for advertising, and it is with messages centered around solutions. In fact, 61 percent say they respect and appreciate when brands spend money to keep them informed about what they’re doing to help others during the pandemic. 

Trust Defines Brands

Ultimately, trust unlocks deeper, more resilient relationships between the brand and its consumers. We found that those who highly trust the brands they purchase will reward them with loyalty, engagement, and advocacy: 

  • Loyalty: 75 percent of people with high brand trust say they will buy the brand’s product even if it isn’t the cheapest, it is the only brand of the product they’ll buy, and they will immediately check out a new product from that brand to purchase 

  • Engagement: 60 percent of people with high brand trust say they’re comfortable sharing personal information with the brand, and they pay attention to the brand’s communications 

  • Advocacy: 78 percent with high brand trust say they’ll likely share or repost content about the brand, they will recommend the brand to others, and they will defend the brand against criticism 

The Edelman Trust Barometer Special Report: Brand Trust in 2020 shows that in the face of global crises, action and advocacy leads to trust. Brand trust now lives at the intersection where personal and societal issues converge, and where words are backed by action. The time is now for brands to take a stand and advocate for change, inspire hope, and use their scale for good to improve society.

trust

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Methodology

The Edelman Trust Barometer Special Report: Brand Trust in 2020 was conducted by Edelman Intelligence between May 27 – June 5, 2020, surveyed more than 22,000 respondents in 11 markets: Brazil, Canada, China, France, Germany, India, Japan, S. Africa, S. Korea, UK and U.S. All data is nationally representative based on age, region, gender and additionally in the UK and U.S. by race/ethnicity.

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Culture & Trends

2020 Edelman Trust Barometer Spring Update: Trust and the Covid-19 Pandemic

Covid-19

The impact of COVID-19 on Influencer Marketing – What’s Next?
Insights

The impact of COVID-19 on Influencer Marketing – What’s Next?

Laura Connell – Account Manager, Edelman Dublin /

Laura is an Account Manager working across several FMCG brands in Edelman, including Coca-Cola, Diet Coke, Coca-Cola Energy, smartwater, Fanta, Honest Organic, fuzetea and Danone Yogurt. With a wealth of experience in influencer marketing for several successful campaigns, Laura reflects on the impact COVID-19 has had on the area, sharing her learnings and insights on the subject and predictions for the future.  

COVID-19 has undeniably impacted brand strategies for 2020 and in turn influencer marketing: product launches have been delayed; sponsorships have been paused; big moments and campaigns are on hold. The Irish marketing landscape is almost unrecognisable compared to a few months ago. Brands have had to adapt to the current climate, and rightly so. At Edelman we understand the importance of aligning our clients’ brands with the right content creators and influential voices. Having a detailed framework in place, which ensures each influencer’s reach, authority, relatability and accessibility matches the brand’s objectives, will mean a well-matched partnership. However, we too have had to adapt to reflect the current climate. The content we once would have seeded out may no longer be as relevant or sensitive to our new environment. Ensuring the content from the influencers we work with reflects this, is extremely important.

The challenges when it comes to influencer marketing during this time could have never been predicted. Both brands and influencers have had to revaluate how they communicate and what is appropriate. Thoughtful and responsible content is a must and brands and influencers need to acknowledge what is happening in their community. An honest check of who their followers are and what they need is something all influencers need to consider if they want their community to continue to thrive in this environment and stay relevant.  We power partnerships between our client’s trusted brands and​ influencers to drive cultural relevance and evolve, promote and protect their brands and reputations. This has not changed during COVID-19, if anything it has enabled us to create new types of content for brands during such unprecedented times. Our overall approach to influencer marketing has had to change. Working alongside our influencers we have created content that is both sensitive to the times we are in, but also adds value to our target audience’s lives. For our Snickers campaign – launching their new light and crispy bar, Snickers Crisp - the type of content became more important than before. We conducted in depth social listening to assess the environment and it became apparent people were craving light humour to keep them entertained. We knew we needed to be sensitive, but mindful that Snickers’ tone of voice is cheeky. Partnering with influencers to create light and fun content around our ‘new normal’ – such as zoom calls, quizzes, home haircuts and making banana bread – which had not necessarily been commonplace before, ensured both the brand and the influencers maintained their own tone of voice but also encouraged a light sense of relief for their audiences.

I spoke to TV Presenter and Stylist Darren Kennedy to hear how he has adapted his approach to content, he said ‘I’m always very in tune with gauging the sentiment of what’s happening in the world and in life, and obviously a pandemic has affected everyone globally. I am conscious I need to be aware, that for example clothes, which is something that before this I would post regularly, is not necessarily a top priority for a lot of people. People have lost their jobs and have been affected in various ways. It is being sensitive to the fact that we are stuck in our houses and in the early days I didn’t feel it was appropriate. As much as I have been very real, I’ve also tried to bring a touch of positivity into my content’.

At Edelman, social listening and being in tune with what is trending online is essential to creating great influencer and branded partnerships. Acknowledging Darren’s creativity and trusted influence we partnered with him for our Aperol campaign where the product was featured as a part of his Cocktail Hour for the June Bank Holiday weekend.

Darren Kennedy has brought new kinds of content to his Instagram page during this time, with his Cocktail Making Classes and Secret Life of Celebrity Pets Interview Series: ‘When you encounter an obstacle, you should get creative and knuckle down and you have to find ways to overcome it. When COVID hit, I knew I needed to do something that was very authentic and genuine for me and that will feel fresh, have an uplifting vibe to it and will be interesting and engaging and that is what I did with The Secret Life of Celebrity Pets and my weekly Cocktail Making Class. We all need to adapt, and I needed to adapt to reflect the new world we’re in now and keep business going’.  

I don’t believe this is the end of Influencer Marketing. If anything, it is a new beginning we never knew we needed. It is important to note that Influencer Marketing shot to the forefront of brand strategy for many reasons, the main one being – it works, and works well. Influencers will always have an impact on brands, what we buy and our social beliefs. COVID-19 has allowed for a welcome shake up among influencers and the brands they work with. It has been an opportunity for both brands and influencers to pause and reflect on the content we produce and the purpose of that content.

Well known Irish foodie and Hike Life Founder Roz Purcell is adamant that now more than ever people of influence need to be conscious of what they are using their platform for, she said: ‘I think, and this is what I have always stood by, that content needs to add value. With anything I share I always ask, what is the value in the post that will benefit my audience? Whether it is a workout or a recipe or good news piece – I always make sure all my content offers something valuable and I think this will be the expectation going forward. I do think influencers will need to be mindful of the brands they work with and the products they promote, and we’ll need to become more creative in how we share content’.

While social activity during a pandemic should be approached with caution and care, there’s still a place for brands and influencers to tell stories – and with social media engagement growing, there’s an opportunity for brands to link with influencers who can help them create useful, inspiring and entertaining content. The importance of human connection has never been more apparent as it is now. This is a time to create goodwill, increase trust with audiences and use social platforms for good but let’s not forget, being creative doesn’t happen at a snap of a finger, especially during a pandemic, it takes hard work and dedication to get into that space from both the brand and the influencer’s perspective.

Singer Songwriter Erica Cody can attest to this when asked about the challenges she faces during this time; ‘Plucking creativity out of nothing really. I write about life experiences/relationships - even just spending the day out with friends helps me get inspired. So, it’s been a bit of a challenge in a creative sense’.

36% of influencers are seeing a significant increase in their impressions and engagement through their Instagram audiences over the last 2 months. Lifestyle Influencer Niamh O’Sullivan has seen a dramatic growth in her engagement ‘I’m so grateful to have seen growth and an increase in engagement and views. It’s a huge motivator for me. I think people are more inclined to send a message in response to stories and posts now, purely because they have more time’.

Roz Purcell has also seen this shift ‘The followers and engagement on the Natural Born Feeder Instagram page has grown significantly in the past number of weeks and likewise on my personal account. People are looking to connect and engage with others online and to find a sense of community now more than ever before’.

Although some brand partnerships may currently be on hold, influencers should use this pause to take the time to focus on their creativity and showcase content creation skills, delivering relevant messages and forging connections. If you are asking for people’s attention during this stressful time you need to be able to support them by offering a solution or outlet - creating entertaining content, supporting the community, or inspiring and uplifting spirits. While it is okay to share light-hearted, aspirational content, it’s important to do so without coming across as insensitive.

Social distancing and government guidelines in Ireland, and across the world, have massively affected the areas where brands use influencers the most - retail, dining, and travel. As the country begins to open up again from the end of the month, navigating this new marketing world requires both brands and influencers to be flexible, to pivot and adapt their approach. The future is a little unknown, but what we can do at this time is get creative, build relationships, and seek out opportunities. Influencer Marketing may be changing, but brands and influencers that adapt in the right way will not only survive, but they will thrive during and after COVID-19.

Insights

Edelman Ireland – PRCA Agency of the Year

Edelman Ireland is the inaugural recipient of the PRCA Agency of the Year. In their citation the judges noted ‘The winning agency particularly impressed the Judges with its strong growth, focus on innovation, and investment in its people.'

We also received awards recognising our corporate, healthcare and issues led work for Jacobs, the Irish Heart Foundation and LinkedIn.

We have invested in putting planning  and creative at the heart of our business to complement our heritage in strategic brand and reputation management. These awards recognise that focus and are brilliant recognition for our team and our clients who enable us to do great work on their behalf.

Best Issues Led Campaign: LinkedIn Fertility@Work

Discussions about fertility topics like miscarriage or IVF are not openly discussed in the workplace. LinkedIn and Edelman developed a campaign to bring about change so people could feel comfortable having these conversations.

For more information contact: Piaras Kelly / Richard Brophy

Best B2B Campaign: Building the Jacobs brand in Ireland

Jacobs is a leader in project delivery for advanced facilities, environmental and infrastructure clients. In 2019, the company marked 45 years in Ireland by setting an ambitious growth plan. Edelman was appointed to devise a B2B programme to drive  revenue growth with no ATL support.

For more information contact: David Callaghan

Best Healthcare Campaign: Don’t Ignore The Signs of Heart Failure for the Irish Heart Foundation

Working with the Irish Heart Foundation supported by Novartis, Edelman needed to reach Irish citizens diagnosed with heart conditions and people under threat, inspiring action to help manage or prevent heart failure.

For more information contact: Lorraine Cronin

Insights

COVID-19 and Public Affairs in the "new normal"

Feargal Purcell /

COVID-19 is a profound and ongoing trauma that is costing lives and causing huge pain to thousands of people. The scale and nature of the challenge it presents is also having a profound effect on how we are getting things done in Ireland. There is clear evidence of common cause across government, business, and broader society. Obstacles are removed as soon as they are encountered. Out of necessity, policy decisions beyond the imaginative scope of even the most radical of thinkers have been taken without compunction and followed by another shortly after.

The ‘new normal’ for public affairs

There is much speculation as to what a ‘new normal’ might look like when the worst effects of this pandemic do eventually pass, and when it comes to public affairs that new normal is probably already here.

Good public affairs is about forming mutually respectful relationships, where all perspectives are heard and understood, so that strong and sustainable public policy and business decisions can be made that benefit the citizens of the state.

The best public affairs strategies are holistic, they are products of a 360-degree societal perspective and they facilitate dialogue between all the key pillars of our democracy: the public, their political representatives, the government, the NGO sector and business. Right now, the COVID-19 challenge demands that a public affairs consensus be arrived at, where all these elements align, so the best and most timely decisions can be made to meet the existential crisis we face. The necessity to protect and inform our citizenry and to insulate our society and economy to the greatest extent possible has seen the emergence of such an alignment.

The importance of trust: An update to the Trust Barometer Survey

All good relationships thrive on trust. The relationships between our people, government, business, media and NGOs are complex, and need to have a solid foundation of trust if they are to have any value. Given the sudden and existential nature of the threat posed by COVID-19 and the uncertainty and fear it has produced, Edelman decided to undertake a fresh iteration of our Trust Barometer Survey. It helps to know where the global public are at so that their needs are understood and met.

The findings have no precedent in the 20-year history of Edelman compiling this survey.

If COVID-19 and the response to it have proved anything it is that in a crisis we turn to government and government agencies. We place our trust in them. Only last January, the previous iteration of the Trust Barometer measured Government trust ratings at 54% whereas the most recent survey taken between 15th-23rd April 15 puts it at 65%. That global surge in Government support outstrips that which occurred in the aftermath of 9/11 and the 2008 recession. We are, clearly, very afraid. Right now, people are very willing to sacrifice personal liberties, with 73% of citizens agreeing that movement restrictions are entirely reasonable. That kind of common cause is unusual and probably unsustainable.

On all of the key metrics, containing the pandemic, providing economic relief and support, helping people cope, and reopening the country, governments are by some distance the most trusted of the institutions when compared to business, NGOs, media and even global health authorities. Whether or not these levels of trust remain, is impossible to say, this pandemic has no horizon that we can see. What is certain is that business and Government need to align when it comes to meeting the challenge. This is clearly what the public want to see from business given 86% of those surveyed believe that business must partner with government to shape a better future. The public want less focus by business on changing regulation and more proactive engagement on protecting them and the planet.

Equity and fairness

Demands for equity and fairness had already reached a moral critical mass in Ireland prior to the last General Election. The narrative of that election foregrounded the issues of housing, health and quality of life. The Edelman Trust Barometer Survey reflects that narrative in its findings and shows that COVID-19 has increased the urgency around issues of fairness. 67% believe that the most vulnerable and least well off are suffering disproportionately during this pandemic. The demand for fairness is global, consistent, and supported by another finding that says 54% of people believe that capitalism, as it is currently functioning, does more harm than good.

COVID-19 is presenting the greatest combined health, social and economic challenge this State has ever had to face. The policy response to that challenge has thus far been emphatic and effective. There was a sense right from the outset of common cause, of the need for every constituent part of the state to align in meeting the challenge of the pandemic, one that will continue for some time to come.

The role of public policy

Public policy is an excellent indicator of the direction of travel a society is headed. The laws we pass, the projects governments invest in with our money, the decisions we are asked to make in referendums, are all threads in our social fabric. These decisions and choices inform our lived reality and the atmosphere that pervades in society. As a people we have for some time been open, tolerant, and outward looking, but our laws did not reflect that. Significant strides have been made in recent years and political leaders and policy makers have found the courage to fall into step with real people in their real lives. Public Affairs has a crucial role to play in that process.

Public affairs activity has long since divested itself of its niche status. Yes, ensuring external perspectives are heard in legislative and regulatory conversations is a critical element of public affairs activity. It should be in any healthy democracy. In framing policy and legislation governments need the perspectives of business, NGOs and independent thinkers or else laws and regulations will not be fit for purpose and people will be sold short. But public affairs has evolved. It is threaded through all communications disciplines and informs everything a business and government does. It is not a legislative “bolt-on” at the periphery of the decision-making process, it is central to deciding what the objective is in the first place, it is a point of departure.

Public affairs is the art (or science) of creating common cause, of ensuring all are heard, of giving clarity to the challenges we face, and of identifying solutions needed to meet those challenges. Done well it creates the kind of momentum and cohesion that solves problems and acts as a hugely positive force in society. The response to COVID-19 is proving that.

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