One of my very favorite quotes is from Warren Buffet. He famously said, “If you lose money for the firm, I will be understanding. But if you lose reputation, I will be ruthless.” We’ve had several years of lost trust. There are all sorts of conspiracy theories (I just read a great one about the deep fakes in the government), there is a ton of misinformation about the pandemic and about the vaccines, and we had a few years there where we didn’t know if what was coming out of the White House was true or not.
Trust in the media, scientists, and certainly, the government has taken a nosedive in the past few years. Trust is less quantifiable than other forms of capital. Its decline is vaguely felt before it’s plainly seen. It’s also incredibly challenging to restore it once it’s lost.
The good news is that this makes the role of the communicator even more important. That coveted seat at the table we’ve been pining over? Our ability to maintain and build trust gives us that opportunity.
While the past 21 months have been incredibly challenging, the silver lining is that the work we do is finally, finally understood and appreciated. Trust is one of the trends we’re moving toward in 2022 and that, my friends, is what we’re going to discuss on this week’s episode of the Spin Sucks podcast.
- Spin Sucks Blog Post: What to Measure in Your Comms Programs in 2022
- NY Times: If You Never Met Your Co-Workers in Person, Did You Even Work There?
- Harvard Business Review: Remote Managers Are Having Trust Issues
- The Atlantic: The End of Trust
- Harvard Business Review: WFH Is Corroding Our Trust in Each Other