”Någon som jag” den vi tror mest på

Via Hans hittar jag Edelmans årliga uppföljning av vilka vi litar på här i världen. Regerar på tronen gör — i år liksom i fjol — ”a person like me”.

Edelmans slutsats skriver jag under på.

“The growing trust in ‘people like me’ and average employees means that companies must design their communications as much on the horizontal or the peer-to-peer axis as on the vertical or top-down axis,” said David Brain, CEO of Edelman Europe. “CEOs should continue to talk with elites, such as investors and regulators, but also provide critical information to employees and enthusiastic consumers who spur the peer-to-peer discussion. Third parties with credentials, like academics and physicians, are also critical.”