EMPLOYER MEDIA MOST BELIEVABLE Percent who believe information from each source automatically, or after seeing it twice or less My employer National Media reports, Major Advertising *Media reports, My social media Communications from… government named source corporations anonymous source 61 58 57 Nr. of times they need to see 52 the information repeated 46 46 before believing it: 39 Once or twice 49 45 47 If I see it here, I will 44 39 39 automatically assume it is true 33 12 13 10 8 7 7 6 I will never believe it is true 7 12 10 15 19 17 24 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, 27-mkt avg. “Employer communications” only shown to those that are an employee (Q43/1). *”Media reports, anonymous source” excludes Canada and France. 14