Toward Trusted InnovationEdelmanE_7b685d34-cd22-11e4-aa02-4b7804be48b9Edelman is the world's largest public relations firm, with more than 5,000 employees in 65 cities, as well as affiliates in more than 35 cities. Edelman was named one of Advertising Age's "A-List Agencies" in both 2010 and 2011, and an "Agency to Watch" in 2014; Adweek's "2011 PR Agency of the Year;" PRWeek's "2011 Large PR Agency of the Year;" and The Holmes Report's “2013 Global Agency of the Year” and its 2012 “Digital Agency of the Year.” Edelman has been awarded seven Cannes Lions including the Grand Prix for PR in 2014. Edelman was named one of the "Best Places to Work" by Advertising Age in 2010 and 2012 and among Glassdoor’s "Best Places to Work" in 2011, 2013 and 2014. Edelman owns specialty firms Edelman Berland (research), Edelman Deportivo (creative), Blue (advertising), BioScience Communications (medical communications) and agency Edelman Significa (Brazil). Visit www.edelman.com for more informationBen BoydPresident, Practices, Sectors & OfferingsEdelman BerlandEdelman Berland is a global, full-service market insights and analytics firm that provides corporate, non-profit and government clients with strategic intelligence to make their communications and engagements with stakeholders the smartest they can be. The firm specializes in measurement, tracking and analysis in reputation, branding and communications. Edelman Berland is part of Edelman, the world's largest public relations company. Edelman Berland has more than 130 employees in offices around the world. Edelman Berland: Intelligent Engagement.Trusted innovation_7b685f00-cd22-11e4-aa02-4b7804be48b9To establish a clear set of actions businesses must embrace to achieve trusted innovation._7b685fc8-cd22-11e4-aa02-4b7804be48b9Trusted InnovationTrusted Innovation is the sum of Discovery, plus Benefit, plus Integrity, exponentially powered by EngagementDiscoveryDiscovery refers to the innovation that business is uniquely positioned to advance. To Discovery, business brings an unrivaled agility and nimbleness, a multi-stakeholder and often global view, founded in the specific expertise no other institution can bring.BenefitBenefit is twofold -- both personal and societal, referring to the trust that is placed in companies to address individual needs or challenges, as well as larger, macro-issues facing society.IntegrityIntegrity is the sum of attributes which build trust in any company, chiefly having ethical business practices, managing risk, treating employees well and operating responsibly as good citizens.EngagementEngagement is the multiplier factor and refers to the transparency and third-party validation that is integral to innovation. As a case in point, eight in 10 respondents say actions such as making test results publicly available for review would boost trust in an industry's ability to adopt new technology change.SolutionsApply business perspective and skill to the world's greatest problems_7b686072-cd22-11e4-aa02-4b7804be48b91Solve: Business must continue to apply its unparalleled perspective and skill to the world's greatest problems. Enterprise must bring ideas and products to market that yield benefit, while ensuring the public sees the connection between new developments and societal benefit. Innovative product and service solutions should be recognized by stakeholders as more than profit-drivers.Ideas & ProductsBring ideas and products to market that yield benefit_7b68611c-cd22-11e4-aa02-4b7804be48b91.1Societal BenefitEnsure the public sees the connection between new developments and societal benefit_7b6861c6-cd22-11e4-aa02-4b7804be48b91.2BehaviorConduct business with vigor and self-awareness_7b686270-cd22-11e4-aa02-4b7804be48b92Fundamentally, business must conduct itself with new vigor and self-awareness. A commitment to robust relationships, transparency and consistency in reporting, active listening to stakeholders' concerns and a willingness to modify products and services is required. Ultimately this is an action of leadership, culture and conducts.RelationshipsBuild robust relationships_7b686360-cd22-11e4-aa02-4b7804be48b92.1ReportingReport transparently and consistently_7b68641e-cd22-11e4-aa02-4b7804be48b92.2ListeningListen actively to stakeholders' concerns_7b6864e6-cd22-11e4-aa02-4b7804be48b92.3Products & ServicesModify products and services [to address stakeholders' concerns]_7b6865a4-cd22-11e4-aa02-4b7804be48b92.4EngagementAdopt a new framework_7b686662-cd22-11e4-aa02-4b7804be48b93Engage: Businesses must adopt a new framework rooted in facilitating dialogue, sharing information and fostering collaboration. Realizing that new developments do not speak for themselves, enterprises must actively engage a broad range of stakeholders to facilitate greater understanding through stories that reach and touch audiences. Businesses must explain benefits completely, elucidate the technology behind the innovations and communicate its ethical practices in bringing those discoveries to market. A business that does this well is one that invites partnerships, encourages feedback and interaction and listens openly. DialogueFacilitate dialogue_7b68670c-cd22-11e4-aa02-4b7804be48b93.1InformationShare information_7b6867ca-cd22-11e4-aa02-4b7804be48b93.2CollaborationFoster collaboration_7b686874-cd22-11e4-aa02-4b7804be48b93.32015-03-18http://www.edelman.com/insights/intellectual-property/2015-edelman-trust-barometer/trust-and-innovation-edelman-trust-barometer/executive-summary/OwenAmburOwen.Ambur@verizon.net