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Media, business most trusted institutions: Study

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"The objective was to understand which factors are most important to stakeholders when corporations build relationships with them.''

Bangalore , Oct 10

Institutions in India enjoy a high degree of trust across the spectrum among stakeholders with media enjoying the highest rating followed by business compared to other countries in the Asia-Pacific region, such as Australia, China, Japan, India and South Korea, according to an independent study on stakeholders' opinions.

Indian stakeholders trust media and business to "do what is right", with media garnering 50 per cent rating followed by business (42 per cent), compared to just 18 per cent and 20 per cent ratings, respectively in other countries in the region.

Government and NGOs came in equal with 32 per cent rating, said the annual Asia Pacific Stakeholder Research conducted by Edelman, a global PR agency, in partnership with leading international research organisation, Harris Interactive.

The independent research findings used a sample size of 140. India was included for the first time this year in the study.

Research objective

The objective was to understand which factors are most important to stakeholders in India when corporations build relationships with them, said Mr Alan VanderMolen, President (Asia-Pacific), Edelman.

Employees and investors give business a top rating of 70 per cent, while the Government has lowest trust in business, with only 20 per cent of the respondents endorsing it.

Foreign mainstream media is the most trusted media institution by respondents in India, with a top rating of 38 per cent.

Bloggers in India are the least trusted with a top rating of only 10 per cent.

CEOs, Chairpersons and CFOs get top rating of 72 per cent, 59 per cent and 52 per cent, respectively as the most trusted for information about the company.

On the other hand, Government representatives, NGOs and bloggers are the least trusted when delivering information about a corporation in India.

Overall, wholly owned foreign multinationals in India are much less trusted than multinational-Indian joint ventures, which earned a top rating of 46 per cent.

US-based MNCs with a rating of 51 per cent are the most trusted in India, followed by Europe-based companies at 46 per cent and Asia-based companies at 29 per cent.

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