Tech 'most trusted' Irish industry
30-01-2008
by Ciara O'Brien

The technology sector is Ireland's most trusted industry, a new survey has revealed.

According to public relations firm Edelman's Trust Barometer, an annual global survey, 65 percent of what the company deems Irish "opinion leaders" said they trusted the tech industry more than any other. The endorsement comes after what is described as "a year of innovation" for the industry.

"The research findings are reflective of the year of innovation we have witnessed in the technology industry," said Mark Cahalane, managing director of Edelman Dublin. "Initiatives such as the One Laptop per Child project, the introduction of the iPhone or the launch of Halo 3 on the Xbox 360 have all captured the Irish public's imagination. Furthermore Irish opinion formers acknowledge the number and quality of jobs that companies like Google and Microsoft have created in Ireland."

This is only the second time the survey, which gauges the level of trust that Irish opinion leaders place in companies, has been extended to Ireland. The survey reveals that trust is a key element in a company's success, with 90 percent of respondents saying they would not buy products or services from companies they don't trust.

Despite the fact that the tech industry is now the most trusted in Ireland, the level of confidence in the sector has fallen slightly from 70 percent last year. Cahalane suggests this could be the beginning of a trend sparked by media speculation over concerns for jobs.

Meanwhile, when it comes to trusted information sources blogs are way down the list, with only 14 percent of respondents trusting them. This compared to radio news coverage's score of 59 percent, newspaper articles on individual companies at 55 percent, and a company's own communications at 27 percent.

As for whose opinions we trust, financial or industry analysts garner a good deal of respect with 62 percent of those questioned saying they have confidence in their opinion. On the flip side bloggers are the least trusted spokespeople at 7 percent. Academics and regular "Joe Bloggs" fare well with 53 percent of respondents saying they trusted their respective opinions.

"What has been interesting to note in this year's findings is the apparent low standings of bloggers and social media in general," said Cahalane. "One interpretation of the survey would be that bloggers have now entered the mainstream and people no longer distinguish between blogs and ordinary websites. This is also reflected by the fact that numerous high profile bloggers are widely quoted in the media."

"However, it should be highlighted that trust in media has bounced back and this reflects our advice to clients that new mediums such as blogs and social networks should be incorporated into an organisation's overall communications mix as opposed to replacing traditional communications methods."