By Jeanteil Livingston, Communications Manager | Lehi City | PIO Association Vice President
Trust has always been the cornerstone of effective communication, but in today’s world, it’s harder to earn and easier to lose.
In an age where misinformation spreads in seconds, communication professionals face the challenge of being both accurate and fast, empathetic yet firm, transparent yet strategic. Whether you manage media relations, oversee social media, or coordinate emergency updates, your ability to build trust directly shapes how the public perceives your organization.
The Challenge of Misinformation
Misinformation and disinformation are everywhere, shared, reposted, and repeated until they feel true. As communication professionals, we see firsthand how quickly speculation can outpace verified facts, especially during a crisis. When information is scarce or unclear, people fill the gaps with whatever they can find.
That’s why it’s critical for public communicators to be more than messengers. We must be interpreters of truth, offering clarity, consistency, and context in moments of uncertainty.
The Pillars of Public Trust
Transparency
Transparency is the first step toward building credibility. The public doesn’t expect us to know everything right away, but they do expect honesty and openness. Sharing what you know, what you don’t, and what steps are being taken to find answers signals integrity.
Tips:
- Acknowledge uncertainty when details are still developing.
- Provide regular updates, even when there’s little news to share.
- Be upfront about challenges or delays, honesty outlasts perfection.
Transparency shows accountability and builds long term confidence.
Consistency
Consistency of message, tone, and timing is one of the strongest predictors of trust. People are reassured when they know what to expect from your organization and when to expect it.
Tips:
- Coordinate across departments to ensure everyone is saying the same thing.
- Use familiar formats and posting times for updates.
- Stay steady in tone, avoid reactive or defensive messaging.
Consistent communication builds reliability and stability.
Credibility
Speed matters, but accuracy matters more. In an environment where anyone can publish information, credibility is the defining advantage of professional communicators.
Tips:
- Confirm facts before releasing statements.
- Correct misinformation quickly and publicly when errors occur.
- Use trusted experts and data to back up key messages.
Credibility is earned through precision, not popularity.
Connection
People trust people, not institutions. Building authentic relationships with your community, media partners, and stakeholders ensures your messages carry weight when it matters most.
Tips:
- Be visible and approachable in non-crisis times.
- Use plain, human language instead of bureaucratic phrasing.
- Engage in two-way communication, listen as much as you speak.
Connection turns communication into collaboration.
Empathy
Empathy transforms official statements into meaningful communication. When audiences feel seen and understood, they’re more likely to trust your message, even when the news is difficult.
Tips:
- Lead with compassion before facts (“We understand this is frustrating…”).
- Use inclusive, reassuring language.
- Acknowledge the community’s emotions, not just the logistics of the situation.
Facts build knowledge, but empathy builds trust.
Responding to Misinformation
When misinformation spreads, how we respond can either restore credibility or deepen confusion. A defensive tone can alienate audiences, while calm, factual communication invites understanding.
Tips:
- Correct misinformation clearly, calmly, and publicly.
- Provide context, help people understand how and why false information spread.
- Use visuals, infographics, or video explainers to simplify complex truths.
- Partner with community influencers or local leaders who can amplify accurate messages.
Misinformation thrives on emotion; truth thrives on calm, consistent facts.
Building Trust Before the Crisis
Trust doesn’t start when the headlines hit, it’s cultivated in everyday communication. Regular, transparent interactions with your community establish a baseline of confidence that carries over when urgent situations arise.
Tips:
- Share behind-the-scenes looks at projects and decision-making.
- Celebrate small wins and community successes publicly.
- Be proactive in outreach so people know where to turn for accurate updates.
Trust earned in calm times becomes resilience in a crisis.
Your Personal Trust Factor
Every communicator carries personal credibility that shapes how their organization is perceived. Professionalism, empathy, and dependability go a long way toward building lasting trust.
Tips:
- Be responsive to questions, even the difficult ones.
- Continue learning about communication trends, media literacy, and crisis response.
- Treat every interaction as a reflection of your organization’s values.
You are the voice of trust long before a press release is written.
Trust Is Built One Message at a Time
Trust isn’t automatic. It’s built through steady, transparent, and human-centered communication, one update, one conversation, and one interaction at a time.
In a society overwhelmed by misinformation, communication professionals have a unique power: to offer clarity in confusion, honesty in uncertainty, and hope in the face of fear.
Trust is not earned by being perfect, it’s earned by being real, reliable, and present when it matters most.
Utah PIO Association 