‘Trust drives growth and action earns trust’: Why transparency is important as ever for companies
In a landscape where corporate communication often falls short and public trust in big business and governments is diminishing, the challenge for large organisations lies in navigating what to say and how to say it. This complexity is exacerbated by the rise of climate activists, political divisions, misinformation and a general apathy towards corporate brands. Richard Edelman, CEO of the largest public relations firm in the world (by revenue), said that despite these complexities, brands must lean-in and play an ‘offensive game’ to stay visible and relevant. According to the 2024 Edelman Trus...