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A new study from NPR in partnership with Neuro-Insight helps demonstrate how a news organization's credibility extends to the brands that sponsor it, sways opinions and affects purchase intent. This "trust by association" is evident in all kinds of media and social environments, and it is backed by research.
The 2022 Edelman Trust Barometer, proclaims "trust is the ultimate currency" when it comes to the relationship that you build with your stakeholders. According to Edelman, "Trust defines an organization’s license to operate, lead and succeed. Trust is the foundation that allows an organization to take responsible risk, and, if it makes mistakes, to rebound from them. For a business, especially, lasting trust is the strongest insurance against competitive disruption, the antidote to consumer indifference, and the best path to continued growth. Without trust, credibility is lost and reputation can be threatened."
According to Neuro-Insight Vice President of Client Solutions, Samrat Saran, "Trust can be influenced beyond the activity, the content on the page, and the platforms people view content on." If a listener trusts WEKU and NPR to deliver accurate, timely and important news and information, then, by extension, they'll be more receptive to sponsorship messages they hear on their favorite NPR station, or while listening to an NPR podcast or streaming the WEKU app.
"Trust is built through consistent action, and NPR has been doing this for many, many years," he noted.
