I’ve always thought it ironic that a PR agency ran the world’s largest, most comprehensive and authoritative study on public trust. I mean, aren’t the PR “flacks” the ones spinning the truth all the time? And yet it makes perfect sense.

So much of trust emanates (or withers) from how we communicate. And professional communicators stand to gain tremendously — or lose catastrophically — while helping their organizations navigate the volatility in the ‘market’ for public trust.

I really liked the video Axios produced on Edelman’s annual report. Check it out.