Although the government remains the most trusted institution throughout the Asia-Pacific region with a top rating of 29%, NGOs lost significant trust over the past year, with their overall trust rating falling from 28% to 22%.

The study, part of Edelman's annual Asia Pacific Stakeholder Study conducted by Harris Interactive, looks at 1,050 respondents in seven stakeholder group (government, media, NGOs, employees, upscale consumers, institutional investors and senior business executives) across 10 Asia-Pacific markets (Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, South Korea, Singapore and Taiwan).

Edelman's survey identifies that regionally, stakeholders find those closest to the operation of a corporation to be the most trusted and believable sources of information about that particular corporation. Stakeholders across the region rate a CEO as the most trusted and believable spokesperson, with a 51% top credibility rating. A Chairman of the Board comes in second place with a 42% rating, and a CFO is rated the third most trusted source with a 40% top rating. Conversely, the least trusted source of information across the region is a blogger, with only a 12% top believability rating.

The study reveals that employee relations are becoming an increasingly important metric for stakeholders. The importance of employee development as a defining characteristic has dramatically grown over the past three years, doubling from 9% in 2004 to 15% in 2006. This is now the third most commonly cited attribute stakeholders identify as a 'standout characteristic' for a corporation.

"Increased accountability and scrutiny of corporate business practices have resulted in slightly higher corporate trust ratings across the region," commented Alan VanderMolen, Asia-Pacific President for Edelman. "Further, the study reveals that stakeholders are significantly more likely to mention 'strong management' and 'leadership' as a distinguishing characteristic of corporations today than they were four years ago," VanderMolen added.

The Edelman stakeholder study also assesses how stakeholders define a good and responsible corporation. Throughout the region, tangible business factors are still considered the most essential for a 'good and responsible' corporation. Specifically, brands and product quality continue to be the first characteristics noted about a corporation, with 23% of stakeholders surveyed identifying this as the most notable characteristic. However, less tangible features are gaining in importance for stakeholders.

Strong management and leadership are the second most frequently mentioned attributes stakeholders look at when examining a company. Compared to four years ago, stakeholders are significantly more likely to mention strong management and leadership as a distinguishing characteristic of corporations.

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