Choose your favourite fact or quote, but here are a couple of things I found interesting.

In 20 countries, corporate or product advertising continues to be the least credible source of information at 17%.

Academics/experts or industry analysts are the most credible voices for information about a company.

"We’re seeing a vastly different set of factors driving reputation than we did 10 years ago. Trust is now an essential line of business to be developed and delivered", said Mr. Edelman.

"Companies need to speak and listen to a different and often wider range of stakeholders than in the past, and if necessary, be ready to change course based on what they hear. More than ever, engagement needs to be tied to action and not just set to broadcast," said David Brain, president and CEO Edelman Europe, Middle East and Africa. ―This means cultivating a wide circle of spokespeople with substantial expertise, participating in conversation in real time, and being open to partner with NGOs for the common good."

More videos, press release and highlights over at http://www.edelman.com/trust/2010/#