Trust, Key to Achieve Legitimacy and Credibility - Liderando la reputación corporativa de las empresas - Corporate
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Reputation & Reputational Risks

Insights January 2014

Trust, Key to Achieve Legitimacy and Credibility

Traditional institutions are undergoing a crisis of leadership as a result of reputational rows. Only one out of five people polled internationally for the Trust Barometer report carried out by Edelman every year believe that a business leader or a politician say the truth when facing a sensitive situation.

This document analyzes the main results of the Trust Barometer of Edelman 2013 and lists the main challenges that organizations ara facing today in order to generate trust, legitimacy and credibility.

This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references to the statements of Alan Van der Molen, Edelman’s Global Vice President, Ángel Alloza, CEO of Corporate Excellence, Alberto Andreu, Telefónica’s Director for Corporate Reputation, Institutional Relations and Social Innovations, Alberto Artero, Director of Elconfidencial.com, and Ana Sainz, General Director of Seres Foundatio, made during the presentation of 2013 Edelman Trust Barometer 2013 held in Madrid.