By Jay Andrew, Vice President, Houston
As part of Edelman’s chemical sector development initiative, the sector team set out to identify third-party influencers in the chemical industry who could amplify Edelman’s visibility and credibility beyond the work Edelman does for chemical clients around the world.
Using chemical industry data from Edelman’s 2013 Trust Barometer, the Edelman team pitched an exclusive to Chemical Week magazine’s editor-in-chief, Robert Westervelt. Westervelt was highly interested in the data, and following a meeting taking him through the history of the Trust Barometer and highlighting compelling data points related to the chemicals industry, an interview was brokered with Ben Boyd, Global Chair of Edelman’s Corporate Practice, Corporate Affairs Sector, and Carolyn Mayo, General Manager, Edelman Houston.
The interview resulted in a special article inset entitled “Who do you trust? Chemical makers form poor bonds with public” which was tied to the Chemical Week cover story, “Corporate social responsibility: Pursuing the triple bottom line.”
The resulting article outlined the Trust Barometer and the 2013 findings, noting “The chemical industry ranks 15th out of 18 business sectors in terms of public trust,” and “The chemical industry is trusted by 51% of respondents to do what is right.”
The article went on to include a POV and several key findings from Boyd, further elevating the Edelman Chemical Group’s visibility.
“There have been dramatic shifts over the past five years in how the public establishes trust,” Boyd says, “Stakeholders are placing greater emphasis on engagement and integrity-based attributes, such as treating employees well, listening to customers, and exhibiting ethical and transparent practices… Operational-based attributes—including financial performance, being recognized as a top place to work, and having a strong CEO—were nearly twice as important in 2008 as they are in 2013—76% versus 39%—according to the survey. Business must show that it has a broader skill set and can execute on engagement and integrity-based attributes.”
The full article can be found here.
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