Trust 2012 in Canada: Three Practical Applications for Communicators

As the 2012 Edelman Trust Event wraps up here in Toronto this week, I can’t help but think about the real-world applications for the data and how these findings can continue to influence our approach to communications over the coming year.  I was particularly struck by how closely the shifts in trust seemed to correlate with the major global events that occurred in 2011, including the European sovereign debt crisis and the Japan tsunami and nuclear crisis.   We also saw the meteoric rise of the “person like us” who has more authority than ever, perhaps influenced by events such as the Occupy Wall Street movement and the Arab Spring.

But what does all this mean for us here in Canada?  How can communicators interpret these results in meaningful and tangible ways?  There were a number of insightful conversations around this topic at our recent Trust event in Toronto and I’ve outlined three key outcomes that can positively shape our outlook on trust this year.

Practice radical transparency

We see a dramatic gap between what is considered important for business and government to do and how they are actually performing – which means neither institution is meeting the public’s expectations.  Institutions need to listen to their customers’ needs and adopt a broader, societal view in order to build future trust.  They should explain the why, when, how and where to anyone who is affected by their decision in order to level-set and boost credibility.   There also needs to be consideration for who should be publically reporting on these goals; in fact, John Clinton, our CEO in Canada, articulates that it is important to engage a variety of spokespeople – from academics to ‘people like me’ and even CEOs –in order to effectively reach people across many levels and in many different spheres.

Use reinforcement to overcome skepticism

There is a dispersion of authority occurring on a global level and trust in the news is continuously diverging.  This year’s Trust Barometer found that 66 per cent of informed Canadians aged 25-64 need to hear a message three to five times to actually believe it.  This means that communicators need to think about how to be consistent, emphatic and purposeful in front of the public.   Media has become an increasingly trusted source, and that gives us an opportunity to leverage the entire media landscape to communicate broadly and effectively.  As a result, messages should be focused in order to rise above the noise and reach their target.

Establish a connected model

Industries need to work together to realize their full potential and bolster trust by collaborating with one another.  David Sculthorpe, CEO of The Heart and Stroke Foundation and one of our esteemed panelists, talked about how businesses should become increasingly tied to NGOs so they can have direct lines into the community; conversely, NGOs should be tied to businesses to drive funding opportunities.  Lisa Kimmel, our General Manager, also highlights how the business mandate should be built upon both operational and societal performance.  This approach is imperative to building future trust and should become common practice wherever sectors cross over and overlap to realize mutual benefits.

These practical applications could set the tone for how organizations move from operating to leading within their environment in the coming years.  Canada is in a strong position to move the needle – trust remains steady despite declines in other mature economies.  Richard Edelman, our president and CEO himself said at the event this week that Canada can raise its global profile but it needs to do a better job of promoting itself.  John Clinton stresses that despite our stable level of trust in Canada, it doesn’t give us the license to be complacent.  How do you think we can position ourselves for success in 2012?