Each year the powerhouse American PR company,Edelman, surveys what institutions and individuals people trust.
As part of its 2012 global efforts Edelman asked 1200 Australians about their confidence levels in media, government, not for profits and business.
Some of the findings suggest people working in government communications are likely to struggle in the coming 12 months because:
- 60% of Australians do not trust government to tell the truth.
- Only 13% of the public believe government communicates honestly and frequently.
- In the last three years trust in government has fluctuated but trust in media, not for profits and business has steadily increased.
- At the same time traditional media - which some pundits say is dying - has enjoyed an increase in trust up from 23% in 2011 to 32% in 2012.
The survey also reports 56% of Australians need to be exposed to information 3 to 5 times to believe it is true. Yet many public sector campaigns are short lived or even still born because Ministers and staffs are continually shifting the PR focus to meet the latest crisis.