In this exciting and insightful episode, Tonia Ries, responsible for the Edelman Trust Barometer and the leader of the firm's global knowledge agenda, discusses the importance and role of trust within an organization, what it means to be trustworthy, and how to build trust with stakeholders. Indeed, it's not just enough to be seen as competent; we also need to be seen as ethical.

Tonia Ries is Executive Director of Intellectual Property for the Edelman Trust Institute, Edelman’s center for the study of trust and a learning laboratory for trust building between companies, institutions, brands and people. Her role includes stewardship of the Edelman Trust Barometer, the largest global survey and foremost authority on trust in institutions and brands. Now in its 21st year, the Trust Barometer surveys more than 34,000 people in 28 countries. Its cross-cultural insights are widely cited in media outlets such as The Financial Times, The Wall Street Journal, The New York Times, The Economist, Fortune, Forbes and others. With more than 30 years of experience in marketing, research, strategy and media, Tonia regularly speaks at industry events and has been quoted on the business impact of media transformation by news outlets such as The New York Times and NPR.

Duration: 50:47