EMPLOYER MEDIA MOST BELIEVABLE Percent who believe information from each source automatically, or after seeing it twice or less, in the U.S. My employer Media reports, Major National Advertising Media reports, My social media Communications from… named source corporations government anonymous source 54 Nr. of times they need to see 49 47 47 the information repeated 41 40 before believing it: Once or twice 42 30 40 38 38 If I see it here, I will 33 33 automatically assume it is true 25 12 9 9 9 8 7 5 I will never believe it is true 10 15 20 19 27 25 39 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 needto 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, U.S. “Employer communications” only shown to those that are an employee (Q43/1). 29