Big news here: people don’t trust businesses and government agencies very much. That’s the take-away from Edelman’s Trust Barameter, an industry report that measures attitudes about trust related to business, government and media. I love the report and I always learn a lot from the presentation, but this trust issue struck me as a key hurdle for the small businesses that I consult with. If trust is down and it takes “multiple voices, in multiple channels” (up to 10 voices, specifically) to communicate an issue before your stakeholder trusts what they have heard, is your business communicating enough, in enough places, to create a credible message?

When I do PR consultations I am often told “we just want to do Facebook” or “just help us figure out Twitter,” as if one tool makes a strategy. I don’t support a toss-it-at-the-wall-and-see-what-sticks approach and the report clearly underscores my belief that a diverse portfolio of communications approaches is required.

This is an extra burden for the 73% of all U.S. businesses that are sole proprietors. The 7% that are partnerships may have a tiny advantage, but if businesses need to communicate on all fronts and there is only one or two people minding the store, how will those businesses be successful? Corporations generate approximately $17 billion dollars of income annually (89% of all US total receipts) so we expect that they have some room for increasing communications budgets. Small and medium sized businesses, not so much.

It is not enough to post it once and hope it gets liked. If you want your business to really engage with customers and clients, then you are going to have to get serious about having real conversations. Many real conversations. Like at least 10 in various forms. That’s a lot of talking just to build some trust. But trust has tangible benefits, just ask the folks at Edelman. Essentially, if your customers trust you, 85% of them will consciously select your service over competitors.

Need some pointers on how to get talking and start building trust on all 10 fronts? I have a few rules to get you started.

Jules Rules for Creating Conversations

  1. Analyze your processes to see where you intersect with customers, clients and employees. You may find opportunities where, instead of whizzing by and waving, you can stop and have a conversation.
  2. Make everyone a CCO – Chief Communications Officer. Your staff needs the authority and responsibility to communicate about the company on many fronts as possible. Don’t gag them with lengthy social media policies and approval processes. Train them, train them again and then let them talk.
  3. Chat it up from the top. Leadership needs to take charge and lead the way. All too often the CEO, management or the Big Boss wants this whole engagement thing done right away, but they themselves don’t have a second to learn or incorporate the new tools of communication. If it doesn’t come from the top, it doesn’t happen.
The real question to ask yourself and your team is this: Do we talk enough to build trust? If you’re the strong and silent type you may not be getting your message heard and you may not be building much needed trust.

Got some trust issues? Give me a buzz and we can talk about it.

~ Jules

PS. Thanks BizStats.com for the big numbers!

4 thoughts on “Do You Talk Enough To Build Trust?

  1. Thanks for the great post Jules. I, like you, believe that trust is a key hurdle for business’ to get over. we have to work at it daily and integrate it into each element of our business.

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    1. Yes, I agree that it is part of everything we do. The relationship will grow if there is trust, but so for many, the relationship will not even start because there is zero engagement. I sat in a meeting today and was shocked to surprised how much terrific news and information the company had brewing, but the CEO told me last week that there was nothing to talk about. This person is so accustomed to keeping quiet, important, valuable news is not being shared. I tend to talk a lot, so I guess it is easy for me, but for businesses who are used to playing it close to the vest, this new relationship/engagement economy must be very uncomfortable.

      Thanks so much for taking the time to talk with me.
      ~ Jules

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  2. Building trust with employees, and potential customers with whom you conduct busines with on daily business is critical. What steps do you recommend when leadership does not see the value in building the same level of trust. How do you open up that dialog with your boss, and fellow employees?

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    1. Annie ~ I have worked for a couple of companies that did not see the value of building trust or they simply prioritized it much lower than I thought they should. One company truly did not value building trust and they have always paid for it in the form of a poor brand image within the industry, high employee turnover and consistently failing to reach their potential.

      If you are in a position to consult, meaning to have the ear of your boss or other leaders, then start pushing the issue in meetings and as an initiative the you take the lead on. If not, then I suggest one and one meetings with you boss and other leaders to discuss the issues. If it is not a priority to the organization, then you have a challenge before you. Take the lead and offer solutions and potential results (higher productivity, lower turnover, etc.) so that they know you are vested in both making it work and being part of the solution.

      I hope you will let me know how it goes. I feel so strongly that internal communications is what makes a company strong.

      Thanks for being here.
      Best,
      Jules

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