A new survey out from e-poll research  lists the top-10 most trusted celebrities. And there’s more detail about it on Forbes.com

 The list includes James Earl Jones, Tom Hanks, Bill Cosby and even Mike Rowe, the host of Dirty Jobs (which is why he’s probably seen hawking Ford products) 

 America’s largest companies pay those celebs handsomely, hoping the trust they’ve earned in America will rub off and validate their brand too. Most of the actors on the list have spent decades in the public eye, often advocating for causes as well as their movies, while also avoiding public transgressions. Meaning, they earned it from a skeptical America.

 So much of what we do in advertising, public relations and more importantly – in life – is about earning a reputation built on trust and credibility.

 For these spokespeople and the companies it’s a business deal, but in your personal business, where do you stand on trust and credibility?

It’s certainluy an issue Toyota is wrestling with today and so many are watching them closely.

 It’s my firm belief that organizations and their leaders earn reputations every day through their actions, by how they respond to critics, take care of their customers, and how they respond to both opportunity and failure.

 For those companies who can’t afford a celebrity on the A-list (which is most companies) start by making sure your corporate behavior and leaders are worthy of being on your customer’s a-list of trust and admiration.