Edelman research finds Oz bloggers not credible

Conjecture, half truths, hearsay and speculation. Bloggers urgently need some emergency PR to cure their image problem, I say. According to my PR pals at Edelman, bloggers are the least-credible media information source says the PR firm’s annual stakeholder trust survey. Bloggers have a trust/credibility rating of around 3%, the Edelman survey of 140 Aussie opinion formers claims.

But whoa! I’da thought bloggers would be more free to be fair, objective and honest (and therefore trustworthy) than those media channels that rely on corporate or government income and PR information feeds for their existence?
Plus, using low-cost, if not free, publishing software and not harnessed by skittish media lawyers, bloggers can (sometimes erroneously) stimulate more edgy and frank discussions, and allow minority stakeholders to exchange their views and information. And, if they’re anything like me, they’re a mildly bolshie and crusading lot anyhow. Any ideas on how bloggers can redress their PR problem?

9 thoughts on “Edelman research finds Oz bloggers not credible

  1. Bloggers have a PR problem? I’m not sure the professional liars of PR and marketing calling the blogging kettle black has much credence.

    But I’ll play along:

    By not really caring about what anyone thinks. We’ll just carry on by talking to ourselves and having great conversations without Edelmans “help”.


  2. Thanks Phil and Paull. I challenged Edelman Melbourne chief David McCarthy about sample size and he said their researchers Harris deemed it statistically significant, tho it is pretty tight. Remember, too, this isnt Edelman saying bloggers lack cred, it’s a mix of 40-something Oz biz influencers saying it. So David and I agreed it says as much about their awareness of bloggers as influential stakeholders as it does about the veracity of the finding. David also opined that Oz businesses were comparitively v slow to engage with da ‘sphere; more educative work for us I guess.


  3. I woudl have to concur on the sample size, despite the clarification, before calling for ideas on how bloggers can “redress their PR problem.” It also depends so greatly on the bloggers.

    Trust/credibility comes from people, not a practice. They might as well have asked them how credible reef divers are.



  4. Ta Rich; tho as a blogfan, I can see how we could be perceived as having a lack of cred; particularly when many mainstream biz execs still don’t get how the blogosphere works! Again, as much about their awareness. But as an info source, I’d hope we’d rank above reef divers.


  5. Great headline guys! Bloggers are such a wide group it’s inevitable there are those that lack credibility. But the problem is that most people don’t consider “blogs” as a group anymore than they consider “newspapers” or “magazines” as a group. If you did a study where you asked people, “do you think newspapers lack credibility?” there first question would be “which one?”.


  6. Job done re headline Steven; it pricked a few pieces of interest.
    Ur right on ‘which one’ point, but surely we all know that society/media output operates on lazy generalisations and lumpen assumptions?


  7. Hey Gerry,

    Yes, I am a fan of social media and bloggers. Though, I tend to temper it because I do believe those bloggers who are striving for professional credibility are not so keen on their own message.

    The way to build credibility is to listen to the biz. executives first and then find social media solutions that address their needs. Unfortunately, I think social media experts are often too bent on developing social media needs and trying to jam it down the throat of their biz prospects.

    The solution is pretty easy. Listen. The way to build credibility with surveys is better methodology. Somewhere in the middle is the truth.



  8. That’s apparently why we have two ears and only one mouth Rich! But are you saying you feel that PR bloggers are trying to get rich outta making clients feels they need to do the blog thing?


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