The Hindu Business Line : Media most trusted institution: Survey

Media is the most trusted institution with a top rating of 50 per cent, followed by business at 44 per cent, according to a quantitative survey of stakeholder expectations of companies operating in India, done by Edelman, a global public relations firm.

According to the survey, which covered 140 opinion leaders across the country, government and non-governmental organisations were found to be the least trusted institutions with equal ratings of 32 per cent. Another interesting finding of the survey was that Indian stakeholders turn to foreign mainstream media first as the most trusted media institutions. The objective of the study was to understand stakeholder expectations of business.

"The results highlight the imperative for business to shift from managing perceptions as drivers of trust and reputation to managing open, interactive, information-rich relationships as drivers of trust and influence of business outcomes," said Mr Alan VanderMolen, President, Asia Pacific Region, Edelman.

The study also looks at relative levels of trust in the Indian business scenario. According to the study, businesses in the country enjoy a high degree of trust among both employees and investors. Employees gave business a rating of 75 per cent, while investors rated it at 70 per cent.

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