The bedrock of every healthy relationship is trust, from personal bonds with family and friends to professional connections between colleagues and clients. And while building and supporting that faith and credibility may take years of attentive nurturing, it can crumble overnight when broken or betrayed.
So how can government agencies rebuild public trust in government at a time when the Pew Research Center has found that public confidence is near a historic low? In one word, the answer is communication.
Clear, consistent and reliable communication will go a long way in getting the public to understand, accept and believe what you are telling them. Whether it is in a time of crisis or when launching a new initiative, handing down a controversial decision, enacting a change in policy or law, or implementing a budget cut, open, honest and transparent communication is one of the most effective ways to build and maintain a foundation of trust. When people trust you and believe in the veracity of your words, they are much more likely to see your actions as honorable.
As a former state government communicator, I understand the unique challenges and intense scrutiny that public agencies face. So I offer the following advice from the perspective of someone who was right there in the middle of it for nearly three decades, not as an outsider looking in.
5 ways government agencies can build public trust in government
1. Start talking early and often
If your agency knows a change is coming, the time to start talking about it is now. Identify key stakeholders and communicate with them about the change and how it may affect them. The more lead time they have, the better they will be able to prepare and adapt when that change takes effect.
As new or more detailed information becomes available, make sure to provide frequent updates to keep them informed.
2. Don’t forget to listen
While putting out information is important, so is taking it in. Seek out opportunities to hear the concerns of those who will be impacted by the news you are sharing and provide avenues for them to provide direct feedback.
Whether that is through proactive, face-to-face conversations, town hall meetings or developing a website where they can find more details, peruse FAQs and submit their thoughts, the importance of listening cannot be undervalued.
Providing multiple avenues to submit feedback also will be important as you try to reach different audiences. When people feel like they are being heard, they are much more likely to trust what you are telling them, even if they don’t like what you are saying.
3. Keep the conversations going
Once the change has been implemented or the effective date has passed, it doesn’t mean you should stop communicating. You’ve developed a rapport with your constituents, and it’s important to continue to foster those good relationships.
After all, there are likely to be more questions and feedback, both positive and negative, after people begin seeing the change in action. And it’s unlikely this will be the last time your agency will interact with this group, so it’s important to keep those communication channels open.
4. Don’t underestimate the power of social media
Social media is no longer just a way to connect with old friends and distant family members. It has become a widely adopted and powerful communication tool.
According to a recent study of Americans’ social media usage, Pew Research found that 84 percent of U.S. adults are watching YouTube, 71 percent are on Facebook, and half of adults are on Instagram. People scroll through social media daily looking for information and expressing their thoughts.
If your agency is not visible or engaged on social media, it could be perceived that you have something to hide. And if public agencies are not using social media to tell their story and provide timely information, that doesn’t mean they are not being talked about. They are just being left out of the conversation.
5. Share the bad news, too
Politicians and public agencies love sharing good news stories about more jobs, higher wages, better scores and lower taxes. People want to hear about those things, but what about when the news is bad?
When unemployment rates increase and wages stagnate, test scores drop and taxes go up, public agencies can become anxious about telling their story. But it’s going to come out, and it’s best to get in front of it, explain why it happened and describe how you will address it. If you don’t, people may become skeptical of your response, which can destroy public trust.
Civic involvement is everyone’s responsibility
Let’s not forget that we all have a role to play in public policy. Get to know your elected leaders and learn how you can best express your views. Make sure your business or nonprofit connects with the officials making policy decisions that affect your organization before there’s a crisis or controversy.
Pay attention to public policy discussions important to you or your organization, and make plans to attend meetings or hearings and provide feedback to public opinion surveys.
Civic involvement is everyone’s responsibility and it’s important to be engaged, as the decisions made by government agencies affect us all. Two-way communication offers the opportunity for a stronger exchange of ideas and perspectives, which can help build a culture of mutual respect and trust.
