Reputation and trust are two concepts that communicators talk about often, especially as it relates to crisis communications. Brands with credibility and a positive, transparent relationship with their audience are more likely to achieve the business goals they set. In recent years, however, many studies, including Edelman’s annual Trust Barometer Report, have found significant decreases in trust towards the media and business, which poses challenges for communicators who work to promote positive connections between brands and their customers.
Both of these metrics also can really suffer during a crisis. If something sparks a crisis, consumers will be less likely to believe in a brand’s messaging and less inclined to do business with the organization. Since your reputation and trust can be affected during a crisis, and because trust is already in trouble, it’s important for organizations to work on consistent measures that promote confidence in your brand. Transparency, honesty, and corporate social responsibility campaigns, for example, indicate to customers that your organization is worthy of their trust, which contributes to a more positive reputation.
The infograph below highlights research on social media from Edelman’s 2018 Trust Barometer Report. Elaine Fogel extracted this data from the report to teach brands how their social activity allows them to connect with their audience. Review all seven tips for leveraging social media to prove the trustworthiness and credibility of your brand.
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