1. 2012
EDELMAN TRUST BAROMETER
MALAYSIA RESULTS
1 © Edelman, 2012. All rights reserved.

2. 2012 Edelman Trust Barometer
METHODOLOGY OVERVIEW
GENERAL INFORMED INFORMED
PUBLIC PUBLIC PUBLIC
25-64 35-64
Twelfth annual study
Online survey in 25 countries
Indicates Global Data
30,000+ respondents
APAC Indicates Asia Pacific
1,000 general population respondents per country Region Data
Ages 18+ Indicates Malaysia Data
Oversample of informed publics*
500 respondents in U.S. and China & 200 in
all other countries
Ages 25-64
 (Trending data among Ages 35-64)
College-educated
In top 25% of household income per age group in
each country
Report significant media consumption and
engagement in business news and public policy
Asia Pacific (APAC) select countries:
India, China, Japan, South Korea, Indonesia, Singapore,
Australia, Hong Kong** and Malaysia**
Malaysia sample:
1,000 general population respondents
& an oversample of 200 Informed Publics
* This year Informed Publics were surveyed via online methodology instead of telephone
** New country included in this year’s study
2 © Edelman, 2012. All rights reserved.

3. Edelman Trust Barometer in retrospect
2011 Rise of authority figures
2010 Trust is now an essential line of business
2009 Business must partner with government to regain trust
2008 Young influencers have more trust in business
2007 Business more trusted than government and media
2006 “A person like me” emerges as credible spokesperson
2005 Trust shifts from “authorities” to peers
2004 U.S. companies in Europe suffer trust discount
2003 Earned media more credible than advertising
2002 Fall of the celebrity CEO
2001 Rising Influence of NGOs
3 © Edelman, 2012. All rights reserved.

4. Malaysia in retrospect 2011
Q1 ETP shifts to high gear
Initiatives to attract investment and ramp up economic activities
Q2 Stock market moves to year high
Sarawak state elections, BERSIH
Social Media gains prominence
Q3 Eurozone crisis and American political paralysis
Reforms announced in political and human rights, press freedom
Q4 Budget 2012 tabled
Auditor General’s report published
Significant developments in the local media landscape – convergence imminent
4 © Edelman, 2012. All rights reserved.

5. 5 © Edelman, 2012. All rights reserved.

6. Nearly twice as many countries are now skeptics;
Malaysia is in the neutral zone
2011 2012
GLOBAL 55 GLOBAL 51
Brazil 80 > China 76
UAE 78 UAE 68
Indonesia 74 Singapore 67
China 73 India 65 TRUSTERS
Netherlands 73 Indonesia 63
Mexico 69 Mexico 63
Netherlands 61
Singapore 67
Argentina 62 Hong Kong 61
Canada 58
India 56
Malaysia 57
Italy 56
Italy 56 NEUTRAL
Canada 55 Argentina 54
South Korea 53 Australia 53
Sweden 52 < Brazil 51
Japan 51 > Sweden 49
Australia 51 U.S. 49
Spain 51 > South Korea 44
France 50 Poland 44
Poland 49 U.K. 41 DISTRUSTERS
Ireland 41
Germany 44
France 40
U.S. 42
Germany 39
U.K. 40 < Spain 37
Russia 40 < Japan 34
Ireland 39 Russia 32
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and
UAE) and across 25 countries in 2012
6 © Edelman, 2012. All rights reserved.

7. Globally, trust in three of four institutions declines; only media rises
TRUST IN INSTITUTIONS
2011
Informed Public 56%
2012 52% 53%
Informed Public
2012
47%
General Public 43%
38%
Government Business
61%
58%
49% 52%
50%
46%
Media NGOs
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do
not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia,
Singapore and UAE) AND General Population in 25 country global total
7 © Edelman, 2012. All rights reserved.

8. Malaysian Informed Publics are more trusting of NGOs than
the General Public, while trust in other institutions is on par
TRUST IN INSTITUTIONS – MALAYSIA
2012
65%
Informed Public
58%
2012
General Public 52%
49%
Government Business
68%
58%
47% 46%
Media
NGOs
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do
not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in Malaysia
8 © Edelman, 2012. All rights reserved.

9. Several mature economies see double-digit drops in business trust;
Malaysian trust in business strong at 65%
TRUST IN BUSINESS
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
80% 81% 81%
78% 77% 78%
74%
71% 70% 69%
67% 67%
66% 65% 65%
64% 63% 63%
61% 62%
56% 56% 57% 57%
54% 54% 53% 53%
53% 52% 52%
50% 50%
50% 46%
48%
46% 46% 46% 44% 47% 47%
44% 43%
41% 41%
38%
34% 32%
31%
28%
N/A N/A
Q11-14. [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
9 © Edelman, 2012. All rights reserved.

10. Asia Pacific more trusting of nearly all industries than their global peers;
Banks are third most trusted in APAC, but second from bottom globally
TRUST IN INDUSTRIES – GLOBAL AND ASIA PACIFIC REGION
2011 2012 2012
APAC
Technology 80% Technology 79% #1 85%*
Telecommunications 67% Automotive 66% #2 76%*
2009: Automotive Food and beverage
67% 64% 67%*
58%
Food and beverage 64% Consumer packaged goods 62% 66%*
Pharmaceuticals 61% Telecommunications 60% 69%*
Energy 60% Brewing and spirits 59% 57%
Consumer packaged goods 57% Pharmaceuticals 56% 67%*
Brewing and spirits 57% Energy 53% 65%*
Media 52% Media 51% 62%*
Banks 50% Banks 47% #3 70%*
Financial services Financial services
48% 45% 63%*
*Significant difference at
the 95% confidence level
2008 Trust in Banks: 56% 2012 Trust in Banks: 40% -16 vs. 2012 global
Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in 20 country global total (excludes
Argentina, Hong Kong, Malaysia, Singapore and UAE) and Asia Pacific Region & Informed Publics ages 35-64 in 18 country global total
10 © Edelman, 2012. All rights reserved.

11. Technology and telecommunications top the most trusted industries in
Malaysia; Brewing & spirits the only industry trusted by less than half
TRUST IN INDUSTRIES – MALAYSIA
2012
Technology 85%
Telecommunications 81%
Banks 78%
Financial services 77%
Automotive 75%
Food and beverage 75%
Pharmaceuticals 74%
Consumer packaged goods 70%
Energy 67%
Media 51%
Brewing and spirits 33%
Q16-26. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 25-64 in Malaysia
11 © Edelman, 2012. All rights reserved.

12. Over eight out of ten trust technology in Malaysia
TRUST IN TECHNOLOGY
Australia
Hong Kong
Indonesia
Malaysia
Singapore
97%
100% 94%
87% 87%
90% 83%
81% 86%
85%
80% 84%
68%
70% 64%
60%
60%
50%
40%
30%
20%
10%
0%
2009 2010 2011 2012
Q16-26. [Technology TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point
scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 35-64 in Australia,
Hong Kong, Indonesia, Malaysia & Singapore
12 © Edelman, 2012. All rights reserved.

13. Trust in banks is high in Malaysia
TRUST IN BANKS
Australia
Hong Kong
Indonesia
Malaysia
Singapore
100%
88% 89% 88%
90% 84%
80% 82%
77%
70%
69%
60% 67% 66%
50%
40% 45%
30%
32%
30%
20% 26%
10%
0%
2009 2010 2011 2012
Q16-26. [Banks TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed publics ages 35-64 in Australia, Hong
Kong, Indonesia, Malaysia & Singapore
13 © Edelman, 2012. All rights reserved.

14. Majority of countries now distrust government; Just under half of
Malaysians trust government
TRUST IN GOVERNMENT
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
88% 88%
85%
77% 78%
75% 75%
73%
64%
62% 61% 62% 62%
56%
53% 52% 54%
52% 52% 51%
50% 49% 49%
50%
44% 47% 45%
43% 43% 43% 42% 42% 43%
40% 39% 40%
38%
35% 35% 36%
33% 33% 33%
31% 31% 32%
28%
26%
25%
20% 20%
N/A N/A
Q11-14. [Government in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes
Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
14 © Edelman, 2012. All rights reserved.

15. NGOs still most trusted institution, despite some drops; Nearly seven
out of ten in Malaysia trust NGOs
TRUST IN NON-GOVERNMENTAL ORGANIZATIONS (NGOS)
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
85%
79% 80%
78%
75% 74%
72% 72% 72%
70% 70% 70%
67% 67% 65% 68%
65% 64% 64% 66% 66% 66%
63% 62%
61% 61% 60% 60%
58% 58% 58% 59%
55% 56% 55%
54% 53% 53% 55% 53% 53%
51% 51% 51%
50% 48% 49%
42%
41%
30%
28%
N/A N/A
Q11-14. [Non-governmental organizations (NGOs) TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-
point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
15 © Edelman, 2012. All rights reserved.

16. Media only institution to see trust rise globally; In Malaysia, trusted
by slightly less than half
TRUST IN MEDIA
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
86%
80% 79% 80%
72% 73%
70% 69%
67%
65% 65% 65%
61% 60% 61% 61%
59%
57%
54% 53% 53%
52%
50% 49% 50% 48% 49% 48%
46% 46% 45% 47%
45% 45% 43% 45% 42% 45%
41%
37% 37% 38% 38% 37%
37% 36%
35%
32% 33%
27%
22%
N/A N/A
Q11-14. [Media in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total (excludes Argentina,
Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
16 © Edelman, 2012. All rights reserved.

17. Diversification of Media
TRUST IN INFORMATION SOURCES – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALAYSIA)
2011
Informed Public
2012
Informed Public
33% 32% + 27%
28%
22%
+ 89 17%
%
18% 18%
9%
TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES
APAC
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or
not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Asia Pacific Region (excludes Hong Kong and Malaysia)
17 © Edelman, 2012. All rights reserved.

18. Diversification of Media
TRUST IN INFORMATION SOURCES – MALAYSIA
2012
Informed Public
29% 29%
25%
19%
TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or
not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Malaysia
18 © Edelman, 2012. All rights reserved.

19. Skepticism is overcome by repetition
MAJORITY NEEDS TO HEAR INFO 3-5 TIMES TO BELIEVE
NUMBER OF TIMES NEEDED TO HEAR INFORMATION – MALAYSIA
Ten or more times
Once (1), 4%
(10+), 12%
Twice (2), 13%
Six to Nine times (6-
9), 4%
Three times (3), 36%
Four or Five times (4 -
5), 30% Three to Five times
66%
Q148. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be
exposed to something about a specific company to believe that the information is likely to be true? Please enter the number of times below. (Excludes ‘Don’t Know’ responses)
Informed publics ages 25-64 in Malaysia
19 © Edelman, 2012. All rights reserved.

20. 20 © Edelman, 2012. All rights reserved.

21. Credibility of “person like me” surges over the past year in Asia Pacific;
Government official falls to the bottom in 2012
CREDIBLE SPOKESPEOPLE – ASIA PACIFIC REGION (EXCLUDES HONG KONG & MALYASIA)
2011 2012
Academic or expert 68% Technical expert in the company 64%
Technical expert in the company 61% Academic or expert 61% -7
CEO 58% A person like yourself 60% + 23
Financial or industry analyst 51% NGO representative 47% + 4
Government official or regulator 47% CEO 46% - 12
NGO representative 43% Financial or industry analyst 44% - 7
A person like yourself 37% Regular employee 41% + 8
Regular employee 33% Government official or regulator 31% - 16
APAC
Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the
information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Asia Pacific Region
(excludes Hong Kong and Malaysia)
21 © Edelman, 2012. All rights reserved.

22. Technical experts and academics are the most credible spokespeople in
Malaysia; government officials and regular employees tie at the bottom
CREDIBLE SPOKESPEOPLE – MALAYSIA
2012
Technical expert in the company 72%
Academic or expert 70%
A person like yourself 62%
Financial or industry analyst 61%
CEO 51%
NGO representative 51%
Government official or regulator 32%
Regular employee 32%
Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible
would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64
in Malaysia
22 © Edelman, 2012. All rights reserved.

23. Just under half in Malaysia view CEOs as credible
CEO CREDIBILITY
Australia
Hong Kong
Indonesia
Malaysia
Singapore
100%
90%
80%
70% 68%
60% 53%
50% 48%
53% 51% 47%
46%
40% 44%
42%
37%
30% 34% 32%
20%
17%
10%
0%
2009 2010 2011 2012
Q119-126. [A CEO of a company TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each
person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible)
Informed Publics ages 35-64 in Australia, Hong Kong, Indonesia, Malaysia and Singapore
23 © Edelman, 2012. All rights reserved.

24. Asia Pacific markets, including Malaysia, are more likely than other regions
to trust both business and government leaders to tell the truth
Business
Leaders
Government
Leaders
% WHO DO NOT TRUST THEM AT ALL TO TELL THE TRUTH
73%
69% 69%
66% 66% 65%
60%
51% 53%
50% 51% 50%
50% 48%
46% 47% 46% 46% 46%
44% 43% 43%
42%
41% 40%
40% 38%
36% 36%
34% 36% 34% 34%
30%
27% 28% 29%
26%
23% 24% 24%
21%
17% 17%
14% 15%
13% 14%
10% 11% 9%
10%
5%
Q126A. [SPLIT SAMPLE] How much do you trust business leaders to tell you the truth, regardless of how complex or unpopular it is? (% who say they do not trust them at all) General
Population in 25 country global total and across 25 countries; Q126B. [SPLIT SAMPLE] How much do you trust government leaders to tell you the truth, regardless of how complex or
unpopular it is? (% who say they do not trust them at all) General Population in 25 country global total and across 25 countries
24 © Edelman, 2012. All rights reserved.

25. Business not meeting public’s expectations in Malaysia
MALAYSIA
Gap
Business
Importance OFFERS HIGH QUALITY PRODUCTS OR SERVICES 69% - 22
Company 47%
Performance
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 68% - 31
37%
LISTENS TO CUSTOMER NEEDS AND FEEDBACK 68%
41% - 27
HAS ETHICAL BUSINESS PRACTICES 67% - 28
39%
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 65% - 32
33%
PLACES CUSTOMERS AHEAD OF PROFITS 64% - 33
31%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 63% - 30
BUSINESS 33%
TREATS EMPLOYEES WELL 63% - 33
30%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 59% - 25
34%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 57% - 25
IN WHICH THE COMPANY OPERATES 32%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 57% - 20
37%
56% - 29
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
27%
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 52% - 13
39%
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 50% - 20
30%
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 47%
SOCIETAL ISSUES 24% - 23
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 46%
COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 36% - 10
Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your
trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Malaysia (excludes ‘Don’t Know’
responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are
performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Malaysia
25 © Edelman, 2012. All rights reserved.

26. Government not meeting public’s expectations in Malaysia
GOVERNMENT IMPORTANCE VS. PERFORMANCE – MALAYSIA
Government
Importance
Government
Performance
Gap
74% -45
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
29%
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 72% -45
COUNTRY 27%
71% -46
HAS TRANSPARENT AND OPEN PRACTICES
25%
71% -46
COMMUNICATES FREQUENTLY AND HONESTLY
25%
65% -39
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
26%
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 62% -35
LOCAL COMMUNITIES 27%
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 61% -31
EMPLOYMENT OPPORTUNITIES 30%
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 56%
ADDRESS SOCIETAL ISSUES -33
23%
Q132-139. How important is each of the following actions to building your trust in government? Please use a nine-point scale where one means that action is 'not at all important to building your trust'
and nine means it is 'extremely important to building your trust'. (Top 2 Box , Very/Extremely Important) General Population in Malaysia; Q140-147. Please rate your government on how well you think
they are performing on each of the following attributes using a nine-point scale where one means they are performing "extremely poorly" and nine means they are performing "extremely well". (Top 2
Box , Performing Very/Extremely Well) General Population in Malaysia
26 © Edelman, 2012. All rights reserved.

27. Despite lack of trust in government, calls for increased regulations—especially
in China, Hong Kong and Malaysia
% WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH
77%
70%
68%
64%
61%
58%
54% 54% 54% 53%
51% 50%
50% 49%
48% 48% 46%
45%
40% 40%
38%
36% 35%
34%
30% 30%
25%
Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not
enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries
27 © Edelman, 2012. All rights reserved.

28. Calls for greater protection and responsible behavior
THINKS THE MOST IMPORTANT ROLE THAT GOVERNMENT SHOULD PLAY IN BUSINESS IS:
Malaysia
Business
37% PROTECT CONSUMERS from irresponsible business practices can address
on its own
23% REGULATE BUSINESS ACTIVITIES to ensure companies are behaving responsibly
19% BUILD INFRASTRUCTURE that promotes and facilitates business opportunities
17% Work to ENSURE FREE MARKET ACCESS AND OPEN COMPETITION within industries
4% GIVE OR LOAN MONEY TO BUSINESS when it experiences financial crisis
1% Government SHOULD NOT PLAY A ROLE in business
Perceived drivers of irresponsible behavior:
• Poor management (Global - 29%, APAC - 27%, Malaysia - 38%)
• Unethical business practices (Global - 28%, APAC - 31%, Malaysia - 42%)
• Shortcuts that lead to poor quality (Global - 21%, APAC - 23%, Malaysia - 11%)
Q127. Which of the following items do you think makes people in a company most likely to engage in risky and irresponsible behavior that could damage a company? Informed
Publics ages 25-64 in 25 country global total, Asia Pacific region and Malaysia; Q131. Which of the following is the most important role that government should play in business?
Informed Publics ages 25-64 in Malaysia
28 © Edelman, 2012. All rights reserved.

29. 29 © Edelman, 2012. All rights reserved.

30. Business: from license to operate to license to lead
MALAYSIA
BUILDING FUTURE TRUST
Most Important Attributes that Build Trust
1) High quality products or services
2) Listens to customer needs and feedback
2) Has transparent and open business
4) Has ethical business practices
5) Takes actions to address issue or crisis
6) Places customers ahead of profits
7) Treats employees well
7) Communicates frequently and honestly
9) Works to protect/improve environment
10) Addresses society's needs
10) Positively impacts the local community
Societal
12) Delivers consistent financial returns
Operational 13) Innovator of new products
14) Highly regarded, top leadership
15) Partners with third parties
16) Ranks on a global list
Q11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine
means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in Malaysia; Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one
means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important)
General Population in Malaysia (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population
30 © Edelman, 2012. All rights reserved.

31. 31
Programming to Close the
Expectation / Performance Gap
100
societal drivers
•Listens to customer needs / 80
ATTRIBUTES
CPG
feedback
•Takes responsible actions to
address an issue or a crisis
•Places customers ahead of Business
profits 60
•Treats employees well CPG Company X
•Has ethical business practices
•Partners with
NGOs, government and third
parties to address societal 40
issues
•Works to protect and improve
the environment
•Addresses society’s needs in its
everyday business 20
•Creates programs that
positively impact the local
community
0
0 20 40 60 80 100
EXPECTATION / PERFORMANCE: Measure operational drivers
how a company is perceived to be •Offers high quality products/services
ATTRIBUTES
• Has transparent/open business practices
performing based on trust building •Communicates frequently and honestly on the state of its business
•Delivers consistent financial returns to investors
attributes - in various markets, across 10 •Has highly-regarded and widely admired top leadership
•Is an innovator of new products, services or ideas
industries, 5 companies, and government •Ranks on a global list of top companies

32. 32 © Edelman, 2012. All rights reserved.