{"id":5382,"date":"2013-02-18T00:01:30","date_gmt":"2013-02-18T04:01:30","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=5382"},"modified":"2018-02-27T08:30:51","modified_gmt":"2018-02-27T12:30:51","slug":"authority-rules","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2013\/02\/authority-rules\/","title":{"rendered":"Authority rules"},"content":{"rendered":"<h2>Experts are most trusted, says Edelman\u2019s Trust Barometer<\/h2>\n<p>Trust saw some big changes in 2011:<\/p>\n<ul>\n<li>Trust in credentialed experts (70%) and company technical specialists (64%) is on the rise. It&#8217;s the &#8220;Authority Rule&#8221; of persuasion.<\/li>\n<li>Trust in &#8220;a person like myself&#8221; and regular employees has declined, possibly because of &#8220;over-friending.&#8221;<\/li>\n<li>People need to hear messages three to five times to change behavior.<\/li>\n<li>To stand out and build trust, communicators need to communicate across several spheres of media.<\/li>\n<\/ul>\n<p>Or so says the <a href=\"http:\/\/www.steverubel.com\/a-devaluation-of-friendship-may-be-driving-tr\">2011 Edelman Trust Barometer<\/a>, an annual study of global opinion leaders.<\/p>\n<figure id=\"attachment_5399\" aria-describedby=\"caption-attachment-5399\" style=\"width: 574px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-3.png\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"5399\" data-permalink=\"https:\/\/www.wyliecomm.com\/2013\/02\/authority-rules\/rur_130200-3\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-3.png\" data-orig-size=\"1000,750\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"rur_130200 (3)\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;THE MOST TRUSTED NAME IN NEWS&lt;\/strong&gt; Credentialed experts and company technical experts are now the most trusted sources of information.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-3-300x225.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-3-900x675.png\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-5399 lazyload\" alt=\"THE MOST TRUSTED NAME IN NEWS Credentialed experts and company technical experts are now the most trusted sources of information.\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-3.png\" width=\"574\" height=\"430\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-3.png 1000w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-3-300x225.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-3-900x675.png 900w\" data-sizes=\"(max-width: 574px) 100vw, 574px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 574px; --smush-placeholder-aspect-ratio: 574\/430;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"5399\" data-permalink=\"https:\/\/www.wyliecomm.com\/2013\/02\/authority-rules\/rur_130200-3\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-3.png\" data-orig-size=\"1000,750\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"rur_130200 (3)\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;THE MOST TRUSTED NAME IN NEWS&lt;\/strong&gt; Credentialed experts and company technical experts are now the most trusted sources of information.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-3-300x225.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-3-900x675.png\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-5399\" alt=\"THE MOST TRUSTED NAME IN NEWS Credentialed experts and company technical experts are now the most trusted sources of information.\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-3.png\" width=\"574\" height=\"430\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-3.png 1000w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-3-300x225.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-3-900x675.png 900w\" sizes=\"(max-width: 574px) 100vw, 574px\" \/><\/noscript><\/a><figcaption id=\"caption-attachment-5399\" class=\"wp-caption-text\"><strong>THE MOST TRUSTED NAME IN NEWS<\/strong> Credentialed experts and company technical experts are now the most trusted sources of information.<\/figcaption><\/figure>\n<h3>Trust me.<\/h3>\n<p>People are most likely to trust:<\/p>\n<ul>\n<li>Credentialed experts \u2014 70%, up 8% over 2011<\/li>\n<li>Company technical specialists \u2014 64%<\/li>\n<\/ul>\n<p>They&#8217;re least likely to trust regular employees, who are down to 34% from 42% in 2006.<\/p>\n<p align=\"center\"><b>Bottom line: Identify your internal experts<br \/>\nand showcase their expertise in your marketing materials.<\/b><\/p>\n<h3>Breach of trust<\/h3>\n<p>&#8220;Over the last several years there&#8217;s been a decline in trust in &#8216;a person like myself,'&#8221; writes Steve Rubel, senior vice president and director of insights for <a href=\"http:\/\/www.edelmandigital.com\/\">Edelman Digital<\/a>.<\/p>\n<p>Some 47% said they trust this group, which is down from 68% in 2006.<\/p>\n<p>Why?<\/p>\n<p>&#8220;I believe the reason for this is that, as more of us join social networks, there&#8217;s been a devaluation in the entire concept of &#8216;friendship,'&#8221; Rubel writes. &#8220;<a href=\"http:\/\/www.allfacebook.com\/you-dont-know-one-fifth-of-your-facebook-friends-2011-01\">A separate survey<\/a> found that people don&#8217;t know 20 percent of their Facebook friends. Consider that &#8216;unfriend&#8217; was Oxford&#8217;s <a href=\"http:\/\/www.reuters.com\/article\/idUSTRE5AG09H20091117\">word of the year<\/a> for 2009.&#8221;<\/p>\n<p align=\"center\"><b>Bottom line: Don&#8217;t rely on individual employees<br \/>\nor &#8220;a person like me&#8221; to make your case.<\/b><\/p>\n<h3>Break through the clutter.<\/h3>\n<p>People need to hear things three to five times from three to five sources before it sinks in, Edelman&#8217;s data shows. In the most developed countries like the United States and the United Kingdom, that number is even higher \u2014 a staggering nine times or more.<\/p>\n<figure id=\"attachment_5401\" aria-describedby=\"caption-attachment-5401\" style=\"width: 574px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-4.png\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"5401\" data-permalink=\"https:\/\/www.wyliecomm.com\/2013\/02\/authority-rules\/rur_130200-4\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-4.png\" data-orig-size=\"999,748\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"rur_130200 (4)\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;TELL ME WHAT YOU TOLD ME&lt;\/strong&gt; People need to hear your message three to five times before it sinks in.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-4-300x224.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-4-900x673.png\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-5401 lazyload\" alt=\"TELL ME WHAT YOU TOLD ME People need to hear your message three to five times before it sinks in.\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-4.png\" width=\"574\" height=\"429\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-4.png 999w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-4-300x224.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-4-900x673.png 900w\" data-sizes=\"(max-width: 574px) 100vw, 574px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 574px; --smush-placeholder-aspect-ratio: 574\/429;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"5401\" data-permalink=\"https:\/\/www.wyliecomm.com\/2013\/02\/authority-rules\/rur_130200-4\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-4.png\" data-orig-size=\"999,748\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"rur_130200 (4)\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;TELL ME WHAT YOU TOLD ME&lt;\/strong&gt; People need to hear your message three to five times before it sinks in.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-4-300x224.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-4-900x673.png\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-5401\" alt=\"TELL ME WHAT YOU TOLD ME People need to hear your message three to five times before it sinks in.\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-4.png\" width=\"574\" height=\"429\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-4.png 999w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-4-300x224.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-4-900x673.png 900w\" sizes=\"(max-width: 574px) 100vw, 574px\" \/><\/noscript><\/a><figcaption id=\"caption-attachment-5401\" class=\"wp-caption-text\"><strong>TELL ME WHAT YOU TOLD ME<\/strong> People need to hear your message three to five times before it sinks in.<\/figcaption><\/figure>\n<p align=\"center\"><b>Bottom line: Get the word out with multiple impressions.<\/b><\/p>\n<h3>Communicate across the cloverlead.<\/h3>\n<p>Repeat your message across multiple media formats \u2014 mainstream, new, owned and social \u2014 to get heard, the Edelman study suggests.<\/p>\n<p>And don&#8217;t rely on advertising to get the job done: It&#8217;s the least trusted form of communication, according to the study.<\/p>\n<figure id=\"attachment_5402\" aria-describedby=\"caption-attachment-5402\" style=\"width: 578px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-5.png\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"5402\" data-permalink=\"https:\/\/www.wyliecomm.com\/2013\/02\/authority-rules\/rur_130200-5\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-5.png\" data-orig-size=\"998,752\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"rur_130200 (5)\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;BE EVERYWHERE&lt;\/strong&gt; To get through, communicate across multiple media formats.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-5-300x226.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-5-900x678.png\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-5402 lazyload\" alt=\"BE EVERYWHERE To get through, communicate across multiple media formats.\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-5.png\" width=\"578\" height=\"435\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-5.png 998w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-5-300x226.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-5-900x678.png 900w\" data-sizes=\"(max-width: 578px) 100vw, 578px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 578px; --smush-placeholder-aspect-ratio: 578\/435;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"5402\" data-permalink=\"https:\/\/www.wyliecomm.com\/2013\/02\/authority-rules\/rur_130200-5\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-5.png\" data-orig-size=\"998,752\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"rur_130200 (5)\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;BE EVERYWHERE&lt;\/strong&gt; To get through, communicate across multiple media formats.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-5-300x226.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-5-900x678.png\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-5402\" alt=\"BE EVERYWHERE To get through, communicate across multiple media formats.\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-5.png\" width=\"578\" height=\"435\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-5.png 998w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-5-300x226.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-5-900x678.png 900w\" sizes=\"(max-width: 578px) 100vw, 578px\" \/><\/noscript><\/a><figcaption id=\"caption-attachment-5402\" class=\"wp-caption-text\"><strong>BE EVERYWHERE<\/strong> To get through, communicate across multiple media formats.<\/figcaption><\/figure>\n<p align=\"center\"><b>Bottom line: Communicate across diverse media sources to be heard.<\/b><\/p>\n<div id='MC-CYR-TLR' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-24\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><h3>How do you write messages that readers want to read?<\/h3>\r\n<p>If you want to Catch Your Readers, you need to think like a reader. Then you need to use the bait your reader likes, not the bait you like.<\/p>\r\n\r\n<p><a title=\"Catch Your Readers, a persuasive-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training.png\" alt=\"Catch Your Readers, a persuasive-writing workshop\" title=\"Catch Your Readers, a persuasive-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #000000; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training.png\" alt=\"Catch Your Readers, a persuasive-writing workshop\" title=\"Catch Your Readers, a persuasive-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #000000; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a>So what\u2019s the bait the reader likes?<\/p>\r\n\r\n<p>Learn a four-step process for making your message more relevant, valuable and rewarding to your audience at <a title=\"Catch Your Readers, a persuasive-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" target=\"\" rel=\"noopener\"><strong>Catch Your Readers<\/strong><\/a>, our persuasive-writing workshop.<\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>There, you\u2019ll learn <em>the<\/em> formula readers use to determine which messages to read. Discover two rewards you can use to boost audience interest in your message. And learn a magic word that focuses reader attention on your message.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n<p>___<\/p>\n<p>Source: Steve Rubel, &#8220;<a href=\"http:\/\/www.steverubel.com\/a-devaluation-of-friendship-may-be-driving-tr\">A Devaluation Of &#8216;Friends&#8217; May Be Driving Trust In Thought Leaders<\/a>,&#8221; Steve Rubel blog, 2011<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Experts are most trusted, says Edelman\u2019s Trust Barometer<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[51],"tags":[225,31],"class_list":{"0":"post-5382","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-persuasive-writing-tipsheets","7":"tag-feature-writing","8":"tag-persuasive-writing","9":"entry","10":"has-post-thumbnail"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Authority rules<\/title>\n<meta name=\"description\" content=\"Authority rules: Experts are most trusted, says Edelman\u2019s Trust Barometer. Repeat your messages and communicate through diverse channels for building trust\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wyliecomm.com\/2013\/02\/authority-rules\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Authority rules\" \/>\n<meta property=\"og:description\" content=\"Authority rules: Experts are most trusted, says Edelman\u2019s Trust Barometer. 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