For years we’ve been quoting scholars, like Brad Rawlins, whose studies have shown that the key to building trust is transparency. One of PR’s big problems is that it typically cowers behind an impenetrable shield of lawyers and corporate silence—the opposite of transparency.
But we are in an era in which any disgruntled employee or customer with a cell phone is potentially a reporter, Instagram influencer, or TikTok star. The concept of keeping bad behavior quiet or avoiding controversy is about as realistic getting my cat to stop Zoom bombing my meetings. So, you are transparent whether you want to be or not.
More importantly the Cone Research data shows that people expect organizations to be more forthcoming and transparent and in fact take a stand on controversial issues.
Are you ready to rebuild some of your lost trust? Here are a few tips from recent research:
Tip #1: Take a stand on an issue that matters to your publics
According to the most recent Edelman Trust Barometer, people have much higher expectations of the role of business in society than ever before. Consider these statistics:
- 86% of respondents expect CEOs to publicly speak out about one or more of society’s problems, including:
- The pandemic impact,
- Job automation,
- Societal issues, and
- Local community issues.
- 65% of respondents said that CEOs should hold themselves accountable to the public, not just to their boards or their stockholders.
- 68% said that CEOs should step in when government doesn’t fix societal problems.
- 66% said that CEOs should take the lead on change.
All of which provide organizations huge opportunities to build trust with their consistencies.
The easiest way to build trust today is by meeting—or better yet, exceeding—expectations by playing a leading role in solving the problems that impact your stakeholders. Mind you, you may need to do a bit of research to confirm what those problems are. But if you can assuage at least some of their fears of losing a job, getting sick, or having similar problems befall their friends and relatives, you are guaranteed to boost your trust scores.
Tip #2: Actually do something about climate change
The Conference Board just released its latest US Consumer Dynamics Report, which explores consumers fears and desires in the last quarter of 2020. Among the top consumer concerns is climate change. So, the more you can demonstrate that you are reducing your carbon footprint, the more credibility you will have with consumers.
Note I said demonstrate, instead of “just talk about.” For too long companies have used smooth talk to duck dealing with climate change, and it is—finally—getting them into trouble.
Tip #3: Get people vaccinated
Economists and consumers agree that the key to a healthy economy is to get the pandemic under control. More specifically, to get people vaccinated. So, if you want to put people back to work and ensure a healthy future for your employees and their families, give them time (and a monetary incentive if necessary) to get vaccinated.
Tip #4: Help parents
No matter what your locality is saying or doing, most schools are not back to “normal.” Even if in-person classes have resumed, they will be weird and different for most of 2021. Which puts an additional strain on your stakeholders who are parents. So give them a break—be it more flexibility in scheduling or active support for an education-related cause.
Tip #5: Support better mental health
According to CDC data the percent of U.S. adults with symptoms of anxiety disorder and/or depressive disorder have quadrupled since before the pandemic, with the burden disproportionately borne by women and people of color. Other models have suggested that the pandemic will lead to as many as 75,000 deaths from alcohol and drug misuse and suicide. Being proactive around mental health in your organization will obviously be good for business, but could also help build trust among your employees and your community.
Tip #6: Beef up your customer support
U.S. online shopping increased 44% in 2020, and that number isn’t going down anytime soon. As a result, consumers are making purchase decisions based on very different criteria than they were pre-COVID. Google Shopping and Amazon have replaced your salespeople. Review sites like Consumer Reports, Wirecutter, and Trustpilot (never mind all those comments on Amazon, Nextdoor, and Yelp) are at least as influential as that Instagram influencer you’re probably spending too much money on.
So, make sure your products work. And if they don’t, make sure you have a hyper-responsive support team that can actually solve people’s problems. The fastest way to gain a customer’s life-long trust is to make them feel that they are listened to, that you are there to support them, and that you’ve solved their problem.
Tip #7: Keep your employees and community safe
Images of unsafe working conditions bombarded us in 2020. The rampant spread of COVID through communities thanks to employers’ unsafe practices has been way too common. The resulting public cynicism and distrust means you have an opportunity. When people do return to offices, make sure they feel safe, make sure they are safe, and make sure they trust you to keep them and their families safe. ∞
Photo illustration based on an image by Bud Helisson on Unsplash.
