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Your ability to establish constructive communication will be determined, in large part, by whether your audiences perceive you to be trustworthy and believable. Consider how they form their judgments and perceptions. Key factors in assessing trust and credibility are: empathy and caring; competence and expertise; honesty and openness; and dedication and commitment. [1]
This article outlines Covello, Davies and Allen’s Five Rules for Building Trust and Credibility. [2]
1. Accept and Involve Your Audience as a Partner
Work with and for your audience to inform them, to dispel misinformation and, to every degree possible, allay fears and concerns.
2. Appreciate Your Audience’s Specific Concerns
Statistics and probabilities don’t necessarily answer all questions. Be sensitive to people’s fears and worries on a human level.
Your position should not prevent you from acknowledging the sadness of an illness, injury or death. Do not overstate or dwell on tragedy, but do empathize with the audience and provide answers.
3. Be Honest and Open
Once lost, trust and credibility are very difficult and time consuming to regain. Never mislead your audience by lying or failing to provide information that is important to their understanding of issues.
4. Work With Other Credible Sources
Conflicts and disagreements among organizations and/or spokespersons create confusion and breed distrust. Coordinate your information and communications efforts with those of other legitimate parties.
