EMPLOYERMEDIAMOST BELIEVABLE Percent who believe information from each source automatically, or after seeing it twice or less, in Ireland Communications from… My employer National Media reports, Major Media reports, Advertising My social media 68 government named source corporations anonymous 62 source 57 Nr. of times they need to see 48 the information repeated 43 40 before believing it: 53 Once or twice 48 46 If I see it here, I will 40 27 automatically assume it is true 38 32 24 15 14 11 8 5 8 3 I will never believe it is true 9 12 12 20 24 28 42 if this is the only place I see it 2021 Edelman Trust Barometer. HEAR_TIME1. When you see a new piece of information or a news story in each of the following information sources, how many times do you need to see it or hear it repeated in that same type of information source before you believe it is really true? Question asked of half of the sample. “Once or twice” is a sum of codes 2 and 3. General population, Ireland. “Employer communications” only shown to those that are an employee (Q43/1). 45