NEW YORK: The most credible spokesperson a company can have is a "person like me," according to the seventh-annual Edelman Trust Barometer, a survey of almost 2,000 opinion leaders in 11 countries.
The power of 'sympatico' was highest in Brazil, where 86% reported people they could relate to as "extremely" or "very" credible, up from 76% in 2005. In the United States, the number was 68%, up from 56% in 2005.
While business magazines continue to be the most trusted source ...