SUPREME AUDIT OFFICES AND TRUST-MANAGEMENT · (Top 2 Box, Trust a great deal and Top 4 Box, Trust)...
Transcript of SUPREME AUDIT OFFICES AND TRUST-MANAGEMENT · (Top 2 Box, Trust a great deal and Top 4 Box, Trust)...
SUPREME AUDIT OFFICES AND TRUST-MANAGEMENT
2014
PhDr. Denisa Hejlová, PhD.
Welcome to the Czech Republic!
…the most ……… country in the world!
Czech = The symbol of corruption?
Eurobarometer Survey 2013
Source: Eurobarometer survey 374 and 397, 2013
PERCEPTION PROBLEM
“If people define situations as real, they are real in their consequences”
TRUST OPPORTUNITY FOR SAI!
“If everyone is corrupted, whom should I trust?”
TRUST PROBLEM?
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics in 20-country global total.
NGOS BUSINESS
GOVERNMENT
TRUST IN BUSINESS AND NGOS REMAINS STABLE, TRUST IN GOVERNMENT AND MEDIA DECREASES
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TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL
MEDIA
63% 64%
22% 23%
2013 2014
#1
57% 52%
17% 16%
2013 2014
#3
58% 58%
17% 16%
2013 2014
#2
48% 44%
16% 15%
2013 2014
#4
38%
43%
39% 41%
39%
42%
36%
42%
46%
34%
50% 51%
29%
35%
31% 33%
26%
34% 36%
39%
42%
32%
48%
38%
20%
30%
40%
50%
60%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
BUSINESS GOVERNMENT
In Western democracies, governments are consistently trusted
even less than businesses
Source: Edelman Trust Barometer, 2014
How to build trust and stakeholder relationship
“Silence is not golden”: Trust comes with information and knowledge
“KNOWLEDGE GAP”
• Anti-intuitive findings: trust is not the same within the society
• General public trusts substantially less than informed public – trust correlates with education and knowledge
• The more informed people are, the more they trust
2014
TRU
STE
RS
TR
US
TER
S
NE
UTR
AL
NE
UTR
AL
DIS
TRU
STE
RS
D
ISTR
US
TER
S
GLOBAL TRUST
DIFFERENCE OF
9 points
MARKETS WITH
LARGEST PERCEPTION
GAPS:
UAE (15 pts.)
Australia (14 pts.)
Germany (13 pts.)
France (13 pts.)
Sweden (13 pts.)
GLOBAL 47
China 67
UAE 64
Singapore 64
Indonesia 62
India 61
Malaysia 57
Canada 54
Mexico 53
Netherlands 51
Hong Kong 50
Brazil 49
Argentina 49
Australia 44
Germany 44
S. Korea 43
U.K. 42
S. Africa 42
U.S. 42
Italy 41
Japan 40
Turkey 39
Sweden 38
Spain 36
Ireland 35
France 33
Poland 32
Russia 31
Trust Index is an average of a country’s trust in the four institutions of government, business, media and NGOs. 27-country global total.
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SUBSTANTIALLY LOWER TRUST AMONG GENERAL PUBLIC THAN INFORMED PUBLIC
2014 GLOBAL 56
UAE 79
China 79
Singapore 73
Indonesia 72
India 69
Malaysia 65
Canada 60
Netherlands 60
Mexico 59
Hong Kong 59
Australia 58
Brazil 57
Germany 57
Argentina 53
U.K. 52
Sweden 51
S. Korea 51
S. Africa 50
U.S. 49
France 46
Japan 44
Italy 43
Turkey 41
Spain 39
Ireland 39
Russia 37
Poland 35
Trust in Czech SAI renewal after negative publicity
646
1307
869
760
1268
1199
0
200
400
600
800
1000
1200
1400
2008 2009 2010 2011 2012 2013
TRUST 50 %
TRUST 50 %
TRUST longterm cca 70 %
TRUST longterm cca 70 % TRUST
62 % TRUST 62 %
Corruption scandal
Number of media articles in main Czech media together with trust data from STEM, 2012
CHALLENGE OF POSITIONING People tend to trust government officials less generally. But what is the perception of SAI? Government office or Independent expert?
POSITIONING OF SAI REPRESENTATIVES
• Positioning of the president – most important, has to be 100 % credible, honest, publicly visible and easily accessible for the media
• “hero” archetype with a twist of “wise man” archetype (Jung)
• Positioning of the other representatives – not clerks but experts
• Other staff should also be seen and heard – not only the president speaks
• Strengthening the independency position
2014
36%
43%
52%
52%
53%
62%
66%
67%
GOVERNMENT OFFICIAL OR
REGULATOR
CEO
REGULAR EMPLOYEE
NGO REPRESENTATIVE
FINANCIAL OR INDUSTRY
ANALYST
A PERSON LIKE YOURSELF
TECHNICAL EXPERT
ACADEMIC OR EXPERT
2009 VS. 2014
CREDIBILITY OF SPOKESPEOPLE
2009
Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) Informed Publics, 20-country global total. 16
FROM 2009 TO 2014, SIGNIFICANT GAINS FOR REGULAR EMPLOYEES, A PERSON LIKE
YOURSELF. CEOS FLAT FROM 2013.
29%
31%
32%
41%
49%
47%
62%
GOVERNMENT OFFICIAL OR
REGULATOR
CEO
REGULAR EMPLOYEE
NGO REPRESENTATIVE
FINANCIAL OR INDUSTRY
ANALYST
A PERSON LIKE YOURSELF
TECHNICAL EXPERT*
ACADEMIC OR EXPERT
* Not tested in 2009
+5
+15
+4
+9
+20
+12
+7
“ONE OF US” OR “A REGULAR GUY” POSITIONING
HOW TO BE AN EXPERT AND A REGULAR GUY AT ONCE?
• Be relevant
• Be understandable
• Be visible
• Be fast
• Tell stories
• Show examples
• Use infographics
• Share one story on several platforms
• Don’t be afraid of new technology
infographics
negativity
personalization
Information exclusiveness
HOW TO TELL A STORY
SELL SELL
KEY POINTS
1) framing: anti-corruption hero?
2) perception problem: government or not?
3) communication creates trust
4) positioning: expert or clerk?
YOUR QUESTIONS AND COMMENTS, PLEASE!
Thank you for your attention!
• PhDr. Denisa Hejlová, Ph.D. (previously Kasl Kollmannová)