Reber, Bryan H. & Hung-Baesecke, Flora. “Building Trust on an International Scale,” Presentation to Academic Society for Corporate Leadership and Communication, 2016 Leadership Forum, April 14, 2016, Museum of Communication, Berlin.
Abstract: How to gain and build trust differs widely from country to country due to their specific cultural, political, economic and social backgrounds. Communication experts need to take these factors into account when developing communication strategies around trust. Insights into the concept of trust on an international scale have been provided by the Edelman Trust Barometer. Over the past 15 years, opinion leaders in 27 nations have been surveyed on their levels of trust re: businesses, government, media and NGOs and how this trust is influenced. This research is secondary analysis of that data to understand these trends longitudinally.