5 tips to increase trust in the COVID-19 era

Trust matters more than ever. COVID-19, economic uncertainty and social justice movements have elevated truth and transparency as communication prerequisites.

This is especially the case in social media, where misinformation is rampant. Here are some tips to help amplify your authentic communications online and beyond:

1. Don’t step back—step up. It’s important for brands to serve as reliable sources of information in times of uncertainty when feelings can range from uneasiness to fear.

“Your customers want to have their questions answered so they can feel better informed—and less uncertain,” says David Johnston, director of social media at the Transportation Security Administration.

“If your brand isn’t engaging and making itself available, other sources will attempt to ‘fill in the blanks’ for you,” he says. “That leaves your communicators and leadership to clean up a trail of misinformation.”

2. Focus on action—not words. “Lead with what your organization is doing in response to the crisis,” Johnston says. “Giving customers ‘just the facts’ creates a sense of trust and honesty, even if it seems out of step with your normal voice.”