Building Trust

The Drivers of Trust Around the Globe

This webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Category: Communication Strategy

Trust is essential in dealing with publics. Since 2000, Edelman has measured what drives trust across organizations and countries, comparing the perceived importance of trust drivers between a group of developed economies and a group of emerging economies over a five-year timeframe. Overall, the longitudinal comparison from 2011 to 2015 examined which drivers — including engagement, integrity, products, purpose and operations — are stable predictors of trust among surveyed publics in these countries.

This webinar will take a long look at the constant drivers of trust across time and place, as well as the implications for measuring trust within your publics and for developing campaigns aimed at reinforcing or building trust. You will learn:

• To identify the most consistent drivers of trust among publics. 
• How to measure whether trust has been built or reinforced between an organization and its key publics.
• To develop the most effective elements of a public relations campaign aimed at building or reinforcing trust between an organization and its key publics.


Bryan H. Reber, Ph.D., professor, University of Georgia

Photo of Bryan H. Reber, Ph.D.

Reber has taught at the University of Georgia since 2004. He has conducted public relations research internationally and has gathered the opinions of hundreds of public relations leaders through interviews and surveys. He is co-author of academic books, chapters and popular college textbooks on public relations. Previously, he served 15 years as director of public information at Bethel College in Kansas.


Michael Cacciatore, Ph.D., assistant professor, University of Georgia

Photo of Michael Cacciatore, Ph.D.

Cacciatore teaches research methodology and introduction to public relations in the Department of Advertising and Public Relations. His research focuses on risk communication with an emphasis on media coverage of risk and opinion formation for risk topics.


Tonia Ries, senior vice president and executive director, Edelman Square, Edelman

Photo of Tonia Ries

At Edelman, Ries oversees the development of the agency’s intellectual property, including the Trust Barometer and brand-share studies, as well as the development of new research initiatives. She leads the firm’s global knowledge agenda across practices, geographies and clients, and acts as a catalyst for new thinking and discourse on business in a multi-stakeholder society. .



Participants with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.