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Trust: It’s Not Just for Breakfast Anymore

By: Julie Steininger | 01/28/2009

I recently participated in a conversation with health and nutrition experts from across the country. One of the influencers, who works in public health, mentioned the distrust of corporations by the community members with whom she regularly interacts. This is a real dilemma for organizations large and small around the globe.

How can corporations build trust with the various communities that are important to them?

• Be transparent. It is important to make information available, accessible and easy to understand. For example, the Beverage Institute for Health & Wellness at the Coca-Cola Company holds webinars for health professionals to share the science of beverages and their role in health and well being.
• Listen. Greek philosopher Epictetus said, "We have two ears and one mouth so that we can listen twice as much as we speak." Sometimes listening is the best way to communicate. Consider holding a "listening tour" to hear what your communities think about you and what you're doing, to learn about what others think you're doing well and what you could be doing better.
• Don't go on the defensive. Many times when we find ourselves under attack, we immediately go into a defensive mode and defend our position. Next time, try explaining instead - explaining why a certain decision was made or not made, why a certain technology was used, why a program was discontinued, etc.
• Remember, we're only human. The bottom line is that we are people talking and listening to other people. Try to connect by showing the passion you have for your work, your organization and your products or services. Be empathetic. By putting yourself in someone else's shoes, you might earn a little trust.

Posted in Brand Positioning, Reputation Management