PR practitioners "fully understand" the need for ethical and competent practice. CIPR responds to Edelman Trust Barometer

The 2020 Edelman Trust Barometer provides the latest in a series of snapshots of the world’s changing views on trust. This year’s report highlights key anxieties shared around the world, and shows that while business is regarded as competent, it is still not regarded as ethical. The only consolation business leaders may take from the findings is that governments and the media continue to be considered even less ethical, by quite a wide margin.

The report also shows a strong appetite for business leaders who listen effectively and speak out forthrightly on issues people think are important. The demands which are key to strengthening trust in the future are: ‘pay fair wages’, ‘focus on education and retraining’ and ‘embrace all your stakeholders.’

CIPR President, Jenni Field Chart.PR, FCIPR
This report is a useful snapshot of how institutions are viewed and about specific issues people have - whether it be climate change or artificial intelligence. As a recent Ipsos Mori report into trust shows, the reported declining levels of trust in institutions are perhaps overstated when examined over a longer period. Others have pointed to exploring the levels of distrust as having greater value. However, the fact that none of the four institutions measured are regarded as both ethical and competent should be a concern but not a distant aspiration - professionals in public relations provide an opportunity to strengthen any organisation, if used effectively. Richard Edelman says "it is no longer only a matter of what you do - but how you do it" - but this has always been the case and one strategic practitioners fully understand.
CIPR President, Jenni Field Chart.PR, FCIPR

About the Chartered Institute of Public Relations

Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the world's only Royal Chartered professional body for public relations practitioners in the UK and overseas with nearly 10,000 members.

The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR).