The results of the Edelman Trust Barometer 2012 have been released, showing that our level of cynicism is on the up. By measuring attitudes about the state of trust in business, government, NGOs, and media across 25 countries, the study has come to the conclusion that we're also most likely to trust regular employees and people like ourselves rather than a CEO.

What does that mean for PR professionals? Well, it would seem you need to be targeting the 'everyday man/woman' to get the most influence.

If you've been using social media outlets including blogs, Twitter and Facebook, good news -  according to the research the credibility of social media is on the incline with a 75% rise in trust over the past year around the globe. Previously considered untrustworthy, they are now seen as respected sources of stories and information.

Here Richard Edelman, President and CEO of Edelman, gives a brief outline of this year's findings:

If you want to find out more about the research and get a more in-depth look at its findings, visit Edelman Trust Barometer 2012.