Not since the days of the “robber barons” of the Industrial Revolution, Upton Sinclair and “yellow” journalism has American business been besieged by the level of mistrust seen in today’s economy. Meanwhile, never before has the link between company valuation and corporate culture, ethics, trust and reputation been better documented.
CRT/tanaka has partnered with Dr. Walter Lindenmann – one of the country’s foremost experts on public relations research and measurement – to create TrustFactorSM, which provides organizations with a snapshot of their perceived trustworthiness among stakeholder groups, followed by analysis as to why the levels are where they are.
CRT/tanaka next provides counsel on how to strengthen these relationships and increase trust levels. Dr. Lindenmann has taken indices that already have been tested and found to be reliable and valid in social psychology and has adapted them to develop this new corporate trust scale to be used by those in public relations.
- Gives organizations an accurate picture of their self-image when it comes to trustworthiness, compared to the perceptions of internal and external stakeholders.
- Identifies pain points that are contributing to negative feelings about an organization.
- Provides a context for comparison by measuring the trustworthiness of peer organizations among the same stakeholder groups.
- Provides top-level recommendations of how to improve an organization’s trustworthiness with each target audience, lessening the gap between the desired and actual perception.