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2012
                                            EDELMAN TRUST BAROMETER
                                            SOUTH KOREA RESULTS




1   © Edelman, 2012. All rights reserved.
2012 Edelman Trust Barometer – South Korea Findings
    METHODOLOGY OVERVIEW
                                                                                                 GENERAL    INFORMED    INFORMED
                                                                                                  PUBLIC      PUBLIC      PUBLIC
                                                                                                               25-64       35-64
        Twelfth annual study
        Online survey in 25 countries
                                                                                                           Indicates Global Data
        30,000+ respondents
                                                                                                           Indicates Asia Pacific
                                                                                                 APAC
        1,000 general population respondents per country                                                   Region Data

        Ages 18+                                                                                           Indicates South Korea
                                                                                                           Data
        Oversample of informed publics*
        500 respondents in U.S. and China & 200 in
        all other countries
        Ages 25-64
                   (Trending data among Ages 35-64)
        College-educated
        In top 25% of household income per age group in
        each country
        Report significant media consumption and
        engagement in business news and public policy
         Asia Pacific (APAC) select countries:
         India, China, Japan, South Korea, Indonesia, Singapore,
         Australia, Hong Kong** and Malaysia**

         South Korea sample:
         1,000 general population respondents
         & an oversample of 200 Informed Publics
        * This year Informed Publics were surveyed via online methodology instead of telephone
        ** New country included in this year’s study


2   © Edelman, 2012. All rights reserved.
3   © Edelman, 2012. All rights reserved.
Nearly twice as many countries are now skeptics, including S. Korea & Japan;
Though five Asia Pacific markets considered “Trusters” in 2012

                                                 2011                                                                                  2012
                                      GLOBAL                           55                                                  GLOBAL                           51
                                      Brazil                           80           >                                      China                            76
                                      UAE                              78                                                  UAE                              68
                                      Indonesia                        74                                                  Singapore                        67
                                      China                            73                                                  India                            65                           TRUSTERS
                                      Netherlands                      73                                                  Indonesia                        63
                                      Mexico                           69                                                  Mexico                           63
                                                                                                                           Netherlands                      61
                                      Singapore                        67
                                      Argentina                        62                                                  Hong Kong                        61
                                                                                                                           Canada                           58
                                      India                            56
                                                                                                                           Malaysia                         57
                                      Italy                            56
                                                                                                                           Italy                            56                           NEUTRAL
                                      Canada                           55                                                  Argentina                        54
                                      South Korea                      53                                                  Australia                        53
                                      Sweden                           52                                             <    Brazil                           51
                                      Japan                            51           >                                      Sweden                           49
                                      Australia                        51                                                  U.S.                             49
                                      Spain                            51           >                                      South Korea                      44
                                      France                           50                                                  Poland                           44
                                      Poland                           49                                                  U.K.                             41                           DISTRUSTERS
                                                                                                                           Ireland                          41
                                      Germany                          44
                                                                                                                           France                           40
                                      U.S.                             42
                                                                                                                           Germany                          39
                                      U.K.                             40                                             <    Spain                            37
                                      Russia                           40                                            <     Japan                            34
                                      Ireland                          39                                                  Russia                           32
    Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and
    UAE) and across 25 countries in 2012


4   © Edelman, 2012. All rights reserved.
Globally, NGOs and business fall to 2009 trust level – government record decline
    TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL
            NGOs

            Media

            Business

            Government


     80%



     70%



                                                                                                                                                                  59%
     60%                                                                                                                        57%
                                                              53%                              54%                                                                                              54%
                             52%                                                                                                                                  53%
                                                                                                                            53%
                       52%                                                                     49%
     50%                                                 51%                                                                                                                                    47%
                                                                                                                                46%                                     49%
                                                                                                                                                                                                      47%
                                                              48%                          46%                                                                                                   BUSINESS
                       44%                                                                                                                                        46%
                                                                                               44%                              45%
     40%                                                      43%
                             40%                                                                                                                                                                      38%
                                                                                                                                                                                               GOVERNMENT


     30%



     20%
                            2007                            2008                              2009                             2010                              2011                          2012

    Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you
    “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia,
    Hong Kong, Indonesia, Malaysia, Singapore and UAE)



5   © Edelman, 2012. All rights reserved.
In S. Korea, business trust drops to lowest level in Trust Barometer history
    TRUST IN INSTITUTIONS – SOUTH KOREA
            NGOs

            Media

            Business

            Government

        80%
                                                                                                                                   74%
                                                                                                                                                                                                   72%

        70%

                                                                                                                                                                     63%
                                                                60%
        60%                                                                                       57%
                                                                 59%
                                                                                                 55%                               50%                               50%
        50%                    46%                                                                                          48%
                                                                                                  45%                                                                                              44%
                           46%                                  43%
                                                                                                                                   47%                                    43%
                               44%                                                                                                                           43%
        40%
                                                                                                                                                                                               GOVERNMENT
                                                                40%                                                                                                                                34%
                                                                                                  38%

        30%
                                                                                                                                                                                      BUSINESS     31%

                                26%
        20%
                               2007                            2008                             2009                              2010                             2011                            2012

    Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you
    “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in South Korea




6   © Edelman, 2012. All rights reserved.
Majority of countries now distrust government; trust decreases
      significantly in S. Korea
      TRUST IN GOVERNMENT
           2011
           Informed Public
           2012
           Informed Public




                Trust                              Trust Steady                                                                                       Trust
                                                                                                       88%            88%
                                                                                                                                                                                                            85%

                                                                   77%                                    78%
                                                                                                                            75%                 75%
                                                                         73%


                                                          64%
                                                                62%                                                                                  61%                          62%                                     62%

                                  56%
                            53% 52%                                                                                                                                       54%
       52%                                                                          52%                                                                                                             51%
                                                                                                                                                         50%     49%                                                                  49%
50%
                          44%                                                           47%                                             45%
             43%                             43%                           43%                42%                              42%                                                       43%
                                          40%                                                                 39%                                                                     40%
                                                                                38%
                    35%                                                                          35%                                                                          36%
                                                   33% 33%                                                                                                     33%
                                                                                                                                            31%                        31%                                        32%
                                                                                                                                     28%
                                                                                                                  26%
                                                                                                                                                                                                          25%
                   20%                                                                                                                                                                         20%




                                                                                                                                                                                                                    N/A         N/A




      Q11-14. [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where
      one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes
      Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries



 7    © Edelman, 2012. All rights reserved.
Several mature economies see double-digit drops in business trust;
      Trust in business declines in S. Korea
      TRUST IN BUSINESS
            2011
            Informed Public
            2012
            Informed Public




                  Trust                                                  Trust Steady                                                                                         Trust


                                                                                                      80%              81%                                                                  81%
                                                                                                            78%              77%                                  78%
                                                                                                                                                          74%
                   71%                                                    70% 69%
                                                                                    67%                                                                                 67%
                                                                                       66%                                                                      65%                                                       65%
                                                                                             64%                                        63%                                                       63%
                  61%                                                                           62%
      56%                  56%               57%                                                                                              57%
                                          54%                  54%                                                                               53%                                                        53%
            53%                                             52%                                                                                                                     52%
                         50%        50%
50%                                                                                                                                                                        46%
                                                                                                                                                                                                    48%
                                 46%                  46%                                                     46%              44%                     47%                                                                        47%
                                                44%                                                                 43%
                                                                     41% 41%
                                                                                                                                     38%
                                                                                                                                                                                          34%                     32%
                                                                                                                                                                                 31%
                                                                                                                                                                                                          28%




                                                                                                                                                                                                                    N/A     N/A




      Q11-14. [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale
      where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
      (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries



 8    © Edelman, 2012. All rights reserved.
In S. Korea, nearly all industries see a decline in trust; trust in the technology
     and automotive industries remain high
     TRUST IN INDUSTRIES – SOUTH KOREA



                                       2011                                                                                                   2012
                    Technology                                                    83%                                          Technology                                                 78%

                           Energy                                            74%                                                Automotive                                          66%

                     Automotive                                             73%                                                      Energy                                     59% - 15

        Telecommunications                                                 71%                                        Food and beverage                                   45% - 11

                            Banks                                      64%                                            Brewing and spirits                                 44% - 12

            Financial services                                         64%                                               Pharmaceuticals                                  44% - 20

             Pharmaceuticals                                           64%                                                            Media                              42% - 16

                            Media                                   58%                                                               Banks                             40% - 24

          Brewing and spirits                                      56%                                                  Financial services                             39% - 25

Consumer packaged goods                                            56%                                              Telecommunications                                 39% - 32

         Food and beverage                                         56%                                      Consumer packaged goods                                  35% - 21




Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in South Korea


 9   © Edelman, 2012. All rights reserved.
Media only institution to see trust rise globally; though steady
      in S. Korea
      TRUST IN MEDIA
           2011
           Informed Public
           2012
           Informed Public



                                 Trust                                                                     Trust Steady                                                                        Trust

                                                                                                                                                          86%

                                                                                                      80% 79%                                                   80%

                                                                                                                                                                                            72%       73%
                   70%                                                                                                                                            69%
                                                                                                               67%
                                                                       65%                                           65%                                                                                                    65%
                                                                                                                                                                        61%           60%           61%     61%
                                                                    59%
                                               57%
                                                              54%                                                                                53%                       53%
         52%
50%    49% 50%                                                                                                                                        48%                                49%                  48%
                                                                                           46% 46%                                                                              45%                                                     47%
                            45%            45%         43% 45%                 42%                                                      45%
                                                                                                                                              41%
                                     37%                                     37%        38%                            38%     37%
                                                                                     37%                                                                                                                            36%
                                                                                                                             35%
                                                     32%                                                                          33%
                         27%
                                  22%




                                                                                                                                                                                                                      N/A         N/A




      Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one
      means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina,
      Hong Kong, Malaysia, Singapore and UAE) and across 25 countries



 10    © Edelman, 2012. All rights reserved.
Trust in corporate information sources declines over the past year in S. Korea
     TRUST IN INFORMATION SOURCES – SOUTH KOREA
         2011
         Informed Public
         2012
         Informed Public




                                                                                                                                                                                 -9
                         22%
                                         19%                          19%
                                                                                   16%                                                                             17%
                                                                                                                     14%
                                                                                                                                  11%
                                                                                                                                                                                 8%



                          TRADITIONAL                               ONLINE MULTIPLE                                  SOCIAL MEDIA                                    CORPORATE
                                                                       SOURCES




     Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too
     much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in South Korea



11   © Edelman, 2012. All rights reserved.
NGOs still most trusted institution, despite some drops;
      S. Korea trust in NGOs stable and high
      TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
           2011
           Informed Public
           2012
           Informed Public




               Trust                                                            Trust Steady                                                                                         Trust

                                                                                                                                        85%

                  79%                                                                                                                                                                                        80%
                                                                                                                                              78%
                                               75%     74%
                                                                                                                      72%      72%                                                   72%
                                           70%       70%                                                                                                                                                                 70%
                            67%      67%                                          65%                                                                                                                                                68%
                                                                               65% 64% 64%                                  66%    66%                                     66%
               63%                62%
      61%               61%                                                 60%                                                                           60%
        58%                                                          58% 58%                                                                                                           59%
                                                                   55%                         56%                                              55%
                                                               54%                       53% 53% 55%                                                               53%         53%
                                                             51%                                                                                                51%                                  51%
50%                                                                                                                                                 48%                                                            49%

                                                                                                                                                                                           42%
                                                                                                                                                                         41%


                                                                                                                                                                                                           30%
                                                                                                                                                                                                28%




                                                                                                                                                                                                                     N/A       N/A




      Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-
      point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
      (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries



 12    © Edelman, 2012. All rights reserved.
13   © Edelman, 2012. All rights reserved.
Business not meeting public’s expectations in S. Korea too
     SOUTH KOREA
                                                                                                                                                                                                              Gap
       Business                                                                                                                                                                                         64%   - 43
       Importance                             LISTENS TO CUSTOMER NEEDS AND FEEDBACK
                                                                                                                                         21%
       Company
       Performance
                         TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS                                                                                                                    62%     - 45
                                                                                                                                  17%

                                                                      TREATS EMPLOYEES WELL                                                                                                        61%        - 46
                                                                                                                                15%

                                              OFFERS HIGH QUALITY PRODUCTS OR SERVICES                                                                                                             61%        - 32
                                                                                                                                                    29%

                                         HAS TRANSPARENT AND OPEN BUSINESS PRACTICES                                                                                                              59%         - 41
                                                                                                                                    18%

                                                     PLACES CUSTOMERS AHEAD OF PROFITS                                                                                                          58%           - 44
                                                                                                                              14%
                    COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS                                                                                                                55%               - 37
                                                                   BUSINESS                                                         18%

                                                           HAS ETHICAL BUSINESS PRACTICES                                                                                                53%                  - 39
                                                                                                                              14%

                                    WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT                                                                                                       52%                    - 33
                                                                                                                                      19%
                            RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST                                                                                              47%                           - 30
                            COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES'                                                    17%

                                IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS                                                                                           45%                              - 18
                                                                                                                                                 27%
               CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY                                                                                                   45%                              - 29
                                             IN WHICH THE COMPANY OPERATES                                                      16%
                                                                                                                                                                       41%                                    - 27
                                DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
                                                                                                                              14%

                                   ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS                                                                               39%                                       - 21
                                                                                                                                    18%
               PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS                                                                                    35%                                             - 23
                                                           SOCIETAL ISSUES                                                 12%

                        HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP                                                                           31%
                                                                                                                                   17%                                                                        - 14

     Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your
     trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in South Korea (excludes ‘Don’t Know’
     responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are
     performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in South Korea


14    © Edelman, 2012. All rights reserved.
Similarly, government not meeting public’s expectations in S. Korea
      GOVERNMENT IMPORTANCE VS. PERFORMANCE – SOUTH KOREA

           Government
           Importance
           Government
           Performance
                                                                                                                                                                                                             Gap
                                                                                                                                                                                                       62%   -48
                           HAS TRANSPARENT AND OPEN PRACTICES
                                                                                                                        14%

                                                                                                                                                                                                   60%       -46
                       LISTENS TO CITIZENS' NEEDS AND FEEDBACK
                                                                                                                        14%

                                                                                                                                                                                   50%                       -37
                   COMMUNICATES FREQUENTLY AND HONESTLY
                                                                                                                      13%

                                                                                                                                                                                   50%                       -35
      WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
                                                                                                                          15%

      EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE                                                                                                                           49%                         -35
                         COUNTRY                                                                                        14%

      PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE                                                                                                                   42%                                    -29
                EMPLOYMENT OPPORTUNITIES                                                                              13%

CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT                                                                                                                 40%                                       -27
                LOCAL COMMUNITIES                                                                                     13%

  PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO                                                                                                  32%
              ADDRESS SOCIETAL ISSUES                                                                                                                                                                        -21
                                                                                                                   11%




 Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is 'not at all important to building your trust'
 and nine means it is 'extremely important to building your trust'. (Top 2 Box , Very/Extremely Important) General Population in South Korea; Q140-147. Please rate your government on how well you
 think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well".
 (Top 2 Box , Performing Very/Extremely Well) General Population in South Korea


 15   © Edelman, 2012. All rights reserved.
In S. Korea, government leaders less trusted than business leaders to tell the
      truth
           Business
           Leaders
           Government
           Leaders


      % WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH
                  73%
                           69%      69%
                                               66% 66%     65%

                                                                    60%


              51%                                                           53%
                                                 50%                                51%     50%
50%                             48%
        46%                                                                                          47%      46%     46%      46%
                      44%                                                                                                             43%       43%
                                        42%
                                                                                                                                                         41%     40%
                                                               40%      38%
                                                         36%                                                                                                              36%
                                                                                                 34%     36%      34%                                                             34%
                                                                                                                                                                                            30%
 27%                                                                                                                                                                                28%           29%
                                                                                                                                                            26%
                                                                                23%                                                                                                           24%        24%
                                                                                                                          21%
                                                                                                                                                                                                            17% 17%
                                                                                                                                                                                                          14%     15%
                                                                                         13%                                                       14%
                                                                                                                                   10%                                       11%                    9%
                                                                                                                                            10%

                                                                                                                                                                     5%




      Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General
      Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or
      unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries



 16    © Edelman, 2012. All rights reserved.
Despite lack of trust in government, calls for increased regulations;
       Just under half in S. Korea share this view

       % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH
               77%

                         70%
                                  68%
                                           64%
                                                 61%
                                                        58%
                                                                54% 54% 54% 53%
                                                                                                 51% 50%
50% 49%
                                                                                                                  48% 48% 46%
                                                                                                                              45%
                                                                                                                                                  40% 40%
                                                                                                                                                                   38%
                                                                                                                                                                           36% 35%
                                                                                                                                                                                   34%
                                                                                                                                                                                         30% 30%
                                                                                                                                                                                                   25%




       Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not
       enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries


  17    © Edelman, 2012. All rights reserved.
In S. Korea, calls for greater protection, open competition and responsible
      behavior
        THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:

           South Korea
                                                                                                                                                                                         Business
                 32%                PROTECT CONSUMERS from irresponsible business practices                                                                                            can address
                                                                                                                                                                                        on its own

                 23%                REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly


                 15%                 BUILD INFRASTRUCTURE that promotes and facilitates business opportunities


                 25%                 Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries


                 5%                  GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis


                 1%                  Government SHOULD NOT PLAY A ROLE in business


                 Perceived drivers of irresponsible behavior:
                 • Poor management (Global - 29%, APAC - 27%, South Korea - 15%)
                 • Unethical business practices (Global - 28%, APAC - 31%, South Korea - 45%)
                 • Shortcuts that lead to poor quality (Global - 21%, APAC - 23%, South Korea - 27%)
Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Informed
Publics ages 25-64 in 25 country global total, Asia Pacific region and South Korea; Q131. Which of the following is the most important role that government should play in business?
Informed Publics ages 25-64 in South Korea


 18   © Edelman, 2012. All rights reserved.
19   © Edelman, 2012. All rights reserved.
BUSINESS
             CAN EARN LICENSE TO LEAD                                                2008-2009
                                                                                     Low trust in
                                                                                     business and CEOs
                Business has
       flexibility and speed




                                                                    THE DYNAMIC OF
                                                                    TRUST BETWEEN                Call for increased
                                                                                                 regulation
                                                                      BUSINESS &                 protection from
   Business leaders                                                  GOVERNMENT                  irresponsible
                                                                                                 behavior sought
 more trusted than
government leaders
 business has advantage
 in 24 out of 25 markets


                                       2011
                                                                                         Government
                                                                                         responds
                                              Dwindling trust
                                              in government
                                                 policy paralysis


 20   © Edelman, 2012. All rights reserved.
Business: from license to operate to license to lead
     SOUTH KOREA


     CURRENT TRUST                                                                                                                           BUILDING FUTURE TRUST
Attributes that Correlate with Current Trust                                                                                               Most Important Attributes that Build Trust
        30% TRUST BUSINESS                                                                       SOCIETAL ATTRIBUTES                          1) Listens to customer needs and feedback
                                                                                                 MORE IMPORTANT TO
     1) Highly regarded, top leadership                                                          BUILDING FUTURE                              2) Takes actions to address issue or crisis

     2) Innovator of new products                                                                TRUST                                        3) High quality products or services

                                                                                                                                              3) Treats employees well
     3) Ranks on a global list
                                                                                                                                              5) Has transparent and open business
      CURRENT TRUST
                                                                                                                                              6) Places customers ahead of profits
      DRIVEN BY OPERATIONAL
      ATTRIBUTES                                                                                                                              7) Communicates frequently and honestly

                                                                                                                                              8) Has ethical business practices

                                                                                                                                              9) Works to protect/improve environment

                                                                                                                                             10) Ranks on a global list

                                                                                                                                             11) Positively impacts the local community
      Societal
                                                                                                                                             11) Innovator of new products
      Operational
                                                                                                                                             13) Delivers consistent financial returns

                                                                                                                                             14) Addresses society's needs

                                                                                                                                             15) Partners with third parties

                                                                                                                                             16) Highly regarded, top leadership
Q11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine
means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in South Korea; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one
means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important)
General Population in South Korea (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population


21   © Edelman, 2012. All rights reserved.
Nearly all spokespeople suffer decreased credibility in S. Korea;
       “Person like me” moves from bottom three to top two
        CREDIBLE SPOKESPEOPLE – SOUTH KOREA



                                                2011                                                                                                 2012
Technical expert in the company                                                     81%                    Technical expert in the company                                              63%   - 18


                Academic or expert                                               76%                                    A person like yourself                                     54%


       Financial or industry analyst                                           71%                                        Academic or expert                                   47% - 29


                NGO representative                                           68%                                Financial or industry analyst                                43% - 28


                                    CEO                                    63%                                            NGO representative                                 43% - 25


              A person like yourself                                     59%                                                                CEO                       29% - 34


                  Regular employee                                       59%                                               Regular employee                          28% - 31


Government official or regulator                                    50%                                     Government official or regulator                   16% - 34




 Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible
 would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64
 in South Korea


  22    © Edelman, 2012. All rights reserved.
In S. Korea, skepticism requires repetition
      MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE

      NUMBER OF TIMES NEEDED TO HEAR INFORMATION – SOUTH KOREA




                                                     Ten or more times (10+),                            Once (1), 1%
                                                                18%                                                                   Twice (2), 7%




                                         Six to Nine times (6-9),
                                                      6%

                                                                                                                                                        Three times (3), 35%




                                              Four or Five times (4 - 5),
                                                                                                                                          Three to Five times
                                                        33%
                                                                                                                                                    68%



Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be
exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)
Informed publics ages 25-64 in South Korea


 23   © Edelman, 2012. All rights reserved.
Earn License to Lead




                       Exercise principles-based leadership, not rules based performance
                       Recognize that operational factors responsible for current trust won’t
                          build future trust, societal and engagement behaviors will
                       Practice radical transparency: speak first to employees; report on goals
                       Shape the public discourse on issues of importance to business




24   © Edelman, 2012. All rights reserved.
25   © Edelman, 2012. All rights reserved.

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2012 Trust Barometer South Korea

  • 1. 2012 EDELMAN TRUST BAROMETER SOUTH KOREA RESULTS 1 © Edelman, 2012. All rights reserved.
  • 2. 2012 Edelman Trust Barometer – South Korea Findings METHODOLOGY OVERVIEW GENERAL INFORMED INFORMED PUBLIC PUBLIC PUBLIC 25-64 35-64 Twelfth annual study Online survey in 25 countries Indicates Global Data 30,000+ respondents Indicates Asia Pacific APAC 1,000 general population respondents per country Region Data Ages 18+ Indicates South Korea Data Oversample of informed publics* 500 respondents in U.S. and China & 200 in all other countries Ages 25-64  (Trending data among Ages 35-64) College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy Asia Pacific (APAC) select countries: India, China, Japan, South Korea, Indonesia, Singapore, Australia, Hong Kong** and Malaysia** South Korea sample: 1,000 general population respondents & an oversample of 200 Informed Publics * This year Informed Publics were surveyed via online methodology instead of telephone ** New country included in this year’s study 2 © Edelman, 2012. All rights reserved.
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  • 4. Nearly twice as many countries are now skeptics, including S. Korea & Japan; Though five Asia Pacific markets considered “Trusters” in 2012 2011 2012 GLOBAL 55 GLOBAL 51 Brazil 80 > China 76 UAE 78 UAE 68 Indonesia 74 Singapore 67 China 73 India 65 TRUSTERS Netherlands 73 Indonesia 63 Mexico 69 Mexico 63 Netherlands 61 Singapore 67 Argentina 62 Hong Kong 61 Canada 58 India 56 Malaysia 57 Italy 56 Italy 56 NEUTRAL Canada 55 Argentina 54 South Korea 53 Australia 53 Sweden 52 < Brazil 51 Japan 51 > Sweden 49 Australia 51 U.S. 49 Spain 51 > South Korea 44 France 50 Poland 44 Poland 49 U.K. 41 DISTRUSTERS Ireland 41 Germany 44 France 40 U.S. 42 Germany 39 U.K. 40 < Spain 37 Russia 40 < Japan 34 Ireland 39 Russia 32 Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries in 2012 4 © Edelman, 2012. All rights reserved.
  • 5. Globally, NGOs and business fall to 2009 trust level – government record decline TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL NGOs Media Business Government 80% 70% 59% 60% 57% 53% 54% 54% 52% 53% 53% 52% 49% 50% 51% 47% 46% 49% 47% 48% 46% BUSINESS 44% 46% 44% 45% 40% 43% 40% 38% GOVERNMENT 30% 20% 2007 2008 2009 2010 2011 2012 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia, Hong Kong, Indonesia, Malaysia, Singapore and UAE) 5 © Edelman, 2012. All rights reserved.
  • 6. In S. Korea, business trust drops to lowest level in Trust Barometer history TRUST IN INSTITUTIONS – SOUTH KOREA NGOs Media Business Government 80% 74% 72% 70% 63% 60% 60% 57% 59% 55% 50% 50% 50% 46% 48% 45% 44% 46% 43% 47% 43% 44% 43% 40% GOVERNMENT 40% 34% 38% 30% BUSINESS 31% 26% 20% 2007 2008 2009 2010 2011 2012 Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in South Korea 6 © Edelman, 2012. All rights reserved.
  • 7. Majority of countries now distrust government; trust decreases significantly in S. Korea TRUST IN GOVERNMENT 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 88% 88% 85% 77% 78% 75% 75% 73% 64% 62% 61% 62% 62% 56% 53% 52% 54% 52% 52% 51% 50% 49% 49% 50% 44% 47% 45% 43% 43% 43% 42% 42% 43% 40% 39% 40% 38% 35% 35% 36% 33% 33% 33% 31% 31% 32% 28% 26% 25% 20% 20% N/A N/A Q11-14. [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 7 © Edelman, 2012. All rights reserved.
  • 8. Several mature economies see double-digit drops in business trust; Trust in business declines in S. Korea TRUST IN BUSINESS 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 80% 81% 81% 78% 77% 78% 74% 71% 70% 69% 67% 67% 66% 65% 65% 64% 63% 63% 61% 62% 56% 56% 57% 57% 54% 54% 53% 53% 53% 52% 52% 50% 50% 50% 46% 48% 46% 46% 46% 44% 47% 47% 44% 43% 41% 41% 38% 34% 32% 31% 28% N/A N/A Q11-14. [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 8 © Edelman, 2012. All rights reserved.
  • 9. In S. Korea, nearly all industries see a decline in trust; trust in the technology and automotive industries remain high TRUST IN INDUSTRIES – SOUTH KOREA 2011 2012 Technology 83% Technology 78% Energy 74% Automotive 66% Automotive 73% Energy 59% - 15 Telecommunications 71% Food and beverage 45% - 11 Banks 64% Brewing and spirits 44% - 12 Financial services 64% Pharmaceuticals 44% - 20 Pharmaceuticals 64% Media 42% - 16 Media 58% Banks 40% - 24 Brewing and spirits 56% Financial services 39% - 25 Consumer packaged goods 56% Telecommunications 39% - 32 Food and beverage 56% Consumer packaged goods 35% - 21 Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in South Korea 9 © Edelman, 2012. All rights reserved.
  • 10. Media only institution to see trust rise globally; though steady in S. Korea TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 86% 80% 79% 80% 72% 73% 70% 69% 67% 65% 65% 65% 61% 60% 61% 61% 59% 57% 54% 53% 53% 52% 50% 49% 50% 48% 49% 48% 46% 46% 45% 47% 45% 45% 43% 45% 42% 45% 41% 37% 37% 38% 38% 37% 37% 36% 35% 32% 33% 27% 22% N/A N/A Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 10 © Edelman, 2012. All rights reserved.
  • 11. Trust in corporate information sources declines over the past year in S. Korea TRUST IN INFORMATION SOURCES – SOUTH KOREA 2011 Informed Public 2012 Informed Public -9 22% 19% 19% 16% 17% 14% 11% 8% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in South Korea 11 © Edelman, 2012. All rights reserved.
  • 12. NGOs still most trusted institution, despite some drops; S. Korea trust in NGOs stable and high TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS) 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 85% 79% 80% 78% 75% 74% 72% 72% 72% 70% 70% 70% 67% 67% 65% 68% 65% 64% 64% 66% 66% 66% 63% 62% 61% 61% 60% 60% 58% 58% 58% 59% 55% 56% 55% 54% 53% 53% 55% 53% 53% 51% 51% 51% 50% 48% 49% 42% 41% 30% 28% N/A N/A Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9- point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries 12 © Edelman, 2012. All rights reserved.
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  • 14. Business not meeting public’s expectations in S. Korea too SOUTH KOREA Gap Business 64% - 43 Importance LISTENS TO CUSTOMER NEEDS AND FEEDBACK 21% Company Performance TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 62% - 45 17% TREATS EMPLOYEES WELL 61% - 46 15% OFFERS HIGH QUALITY PRODUCTS OR SERVICES 61% - 32 29% HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 59% - 41 18% PLACES CUSTOMERS AHEAD OF PROFITS 58% - 44 14% COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 55% - 37 BUSINESS 18% HAS ETHICAL BUSINESS PRACTICES 53% - 39 14% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 52% - 33 19% RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 47% - 30 COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 17% IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 45% - 18 27% CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 45% - 29 IN WHICH THE COMPANY OPERATES 16% 41% - 27 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 14% ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 39% - 21 18% PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 35% - 23 SOCIETAL ISSUES 12% HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 31% 17% - 14 Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in South Korea (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in South Korea 14 © Edelman, 2012. All rights reserved.
  • 15. Similarly, government not meeting public’s expectations in S. Korea GOVERNMENT IMPORTANCE VS. PERFORMANCE – SOUTH KOREA Government Importance Government Performance Gap 62% -48 HAS TRANSPARENT AND OPEN PRACTICES 14% 60% -46 LISTENS TO CITIZENS' NEEDS AND FEEDBACK 14% 50% -37 COMMUNICATES FREQUENTLY AND HONESTLY 13% 50% -35 WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 15% EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 49% -35 COUNTRY 14% PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 42% -29 EMPLOYMENT OPPORTUNITIES 13% CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 40% -27 LOCAL COMMUNITIES 13% PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 32% ADDRESS SOCIETAL ISSUES -21 11% Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is 'not at all important to building your trust' and nine means it is 'extremely important to building your trust'. (Top 2 Box , Very/Extremely Important) General Population in South Korea; Q140-147. Please rate your government on how well you think they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2 Box , Performing Very/Extremely Well) General Population in South Korea 15 © Edelman, 2012. All rights reserved.
  • 16. In S. Korea, government leaders less trusted than business leaders to tell the truth Business Leaders Government Leaders % WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH 73% 69% 69% 66% 66% 65% 60% 51% 53% 50% 51% 50% 50% 48% 46% 47% 46% 46% 46% 44% 43% 43% 42% 41% 40% 40% 38% 36% 36% 34% 36% 34% 34% 30% 27% 28% 29% 26% 23% 24% 24% 21% 17% 17% 14% 15% 13% 14% 10% 11% 9% 10% 5% Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries 16 © Edelman, 2012. All rights reserved.
  • 17. Despite lack of trust in government, calls for increased regulations; Just under half in S. Korea share this view % WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH 77% 70% 68% 64% 61% 58% 54% 54% 54% 53% 51% 50% 50% 49% 48% 48% 46% 45% 40% 40% 38% 36% 35% 34% 30% 30% 25% Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries 17 © Edelman, 2012. All rights reserved.
  • 18. In S. Korea, calls for greater protection, open competition and responsible behavior THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS: South Korea Business 32% PROTECT CONSUMERS from irresponsible business practices can address on its own 23% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly 15% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities 25% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries 5% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis 1% Government SHOULD NOT PLAY A ROLE in business Perceived drivers of irresponsible behavior: • Poor management (Global - 29%, APAC - 27%, South Korea - 15%) • Unethical business practices (Global - 28%, APAC - 31%, South Korea - 45%) • Shortcuts that lead to poor quality (Global - 21%, APAC - 23%, South Korea - 27%) Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Informed Publics ages 25-64 in 25 country global total, Asia Pacific region and South Korea; Q131. Which of the following is the most important role that government should play in business? Informed Publics ages 25-64 in South Korea 18 © Edelman, 2012. All rights reserved.
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  • 20. BUSINESS CAN EARN LICENSE TO LEAD 2008-2009 Low trust in business and CEOs Business has flexibility and speed THE DYNAMIC OF TRUST BETWEEN Call for increased regulation BUSINESS & protection from Business leaders GOVERNMENT irresponsible behavior sought more trusted than government leaders business has advantage in 24 out of 25 markets 2011 Government responds Dwindling trust in government policy paralysis 20 © Edelman, 2012. All rights reserved.
  • 21. Business: from license to operate to license to lead SOUTH KOREA CURRENT TRUST BUILDING FUTURE TRUST Attributes that Correlate with Current Trust Most Important Attributes that Build Trust 30% TRUST BUSINESS SOCIETAL ATTRIBUTES 1) Listens to customer needs and feedback MORE IMPORTANT TO 1) Highly regarded, top leadership BUILDING FUTURE 2) Takes actions to address issue or crisis 2) Innovator of new products TRUST 3) High quality products or services 3) Treats employees well 3) Ranks on a global list 5) Has transparent and open business CURRENT TRUST 6) Places customers ahead of profits DRIVEN BY OPERATIONAL ATTRIBUTES 7) Communicates frequently and honestly 8) Has ethical business practices 9) Works to protect/improve environment 10) Ranks on a global list 11) Positively impacts the local community Societal 11) Innovator of new products Operational 13) Delivers consistent financial returns 14) Addresses society's needs 15) Partners with third parties 16) Highly regarded, top leadership Q11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in South Korea; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in South Korea (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population 21 © Edelman, 2012. All rights reserved.
  • 22. Nearly all spokespeople suffer decreased credibility in S. Korea; “Person like me” moves from bottom three to top two CREDIBLE SPOKESPEOPLE – SOUTH KOREA 2011 2012 Technical expert in the company 81% Technical expert in the company 63% - 18 Academic or expert 76% A person like yourself 54% Financial or industry analyst 71% Academic or expert 47% - 29 NGO representative 68% Financial or industry analyst 43% - 28 CEO 63% NGO representative 43% - 25 A person like yourself 59% CEO 29% - 34 Regular employee 59% Regular employee 28% - 31 Government official or regulator 50% Government official or regulator 16% - 34 Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in South Korea 22 © Edelman, 2012. All rights reserved.
  • 23. In S. Korea, skepticism requires repetition MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE NUMBER OF TIMES NEEDED TO HEAR INFORMATION – SOUTH KOREA Ten or more times (10+), Once (1), 1% 18% Twice (2), 7% Six to Nine times (6-9), 6% Three times (3), 35% Four or Five times (4 - 5), Three to Five times 33% 68% Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses) Informed publics ages 25-64 in South Korea 23 © Edelman, 2012. All rights reserved.
  • 24. Earn License to Lead Exercise principles-based leadership, not rules based performance Recognize that operational factors responsible for current trust won’t build future trust, societal and engagement behaviors will Practice radical transparency: speak first to employees; report on goals Shape the public discourse on issues of importance to business 24 © Edelman, 2012. All rights reserved.
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