One of the sillier lists yet.
This story demonstrates three seriously important realities: (a) the effects of media coverage on public trust; (b) the huge potential importance of PR to influence how much trust an organization has; and (c) the wisdom of Edelman (with its "Reputation Index") and others in focusing corporate and association attention on the importance of looking at reputation and taking action to improve it.
Poet Robert Burns once wrote "O I wad the giftie gie us the powr to see ourselves as ithers see us." In expressing the wish that God had given us the power to see ourselves as others see us, Burns had no idea the day would come when PR research could empower us to see ourselves clearly "as ithers see us"--and to take PR actions so that
others see us a whole lot better (because we'll deserve better) than they do at present.
At first modern PR teams focused on the question of what we should SAY so we are seen more favorably. Increasingly, PR savants are counseling a close look at the question of what we should DO so that
we are more trusted and liked by those who see us.
Unfortunately, some of those who need PR help the most are not getting any. We see on TV and in the newspapers that someone is accused of kidnapping, rape, murder or all three as--despite the idea that one should presume innocence unless an accused is proved guilty--
monsters many of us feel like stringing up or imprisoning forever.
But thousands of prisoners, years after conviction of rape and murder,
and sometime after being executed, have been proved innocent.
We see accused people who beyond serious doubt have been guilty of rape, murder and other crimes and we figure "jail 'em!" But over 40%
of those who are jailed are eventually released and commit crime again, endangering all of us. PR could create awareness of the need to find jobs for and housing and maybe pills for bad guys after release and supervise them so they (and we) have more of a chance that they can survive without doing more crime and time.
It could cost us less to treat the crazy than to jail them for a time, suffer more of their crime and then jail them again.
There are lawyers from top law firms that do "pro bono" work for the needy, some doctors work free to help the poor, and perhaps we need for PR firms to establish "pro bono" groups that help the poor and detested--and at the same time help to protect each of us.
Surely, Mr. Hazley, there must be an editing error in your story. Given the number of athletes that are used as product pitchmen they should be on the top of any trusted list. Instead, the most trusted athlete is Tim Tebow at # 40, even though the Jets didn't trust him to throw a pass.
This is beyond pathetic but perhaps explains why Barack licks the feet of Jay-Z and Beyonce.