And now 2021 looms ahead with a lot of anticipation. Namely, we all are wondering … is the return to normal coming soon?
No one can say for sure. Workplaces have different policies and schedules for returning to the office … or not. Schools and professional sports teams have a plan … and a backup plan. Small businesses, hanging by a thread after all these months, are crossing their fingers and waiting … and waiting.
Still, no one can say for sure. And even if someone did say for sure, would you believe them? Ouch. It is for that reason, I assume (I haven’t tried to get confirmation), that President Biden’s first order of business is rebuilding trust.
Rebuilding trust is largely a communication task. It requires three main ingredients:
Transparency. True transparency is being honest and forthright with information, of course, but even more so, with emotion. Sharing the emotional piece – e.g. “we’re frustrated with the pace”; “we were disappointed in the results”; “we are overjoyed to learn that …” – humanizes the speaker and the organization. It strips away the robotic report-speak or corporate-speak that’s hard for audiences to relate to, and replaces those with humanity and feeling that truly reaches people.
Action. Words and actions need to be in lockstep with each another. One without the other is hollow. Actions require words to build awareness, and words require actions to build credibility. Awareness and credibility together build trust.
Patience and Persistence. Trust is earned over time. There’s no finger-snapping to make it happen faster. People need to get accustomed to the transparency and the follow-through on the action in order to even begin to trust. So, in building or rebuilding trust, an organization must be patient and persistent. There are no shortcuts.
Corporations, nonprofits, and governments all are susceptible to lapses in, or loss of, trust, and may be in the position of rebuilding it. If that’s the case, be aware that there’s no way around these three ingredients. The best of all possible circumstances, though, is never losing trust, and that only happens to organizations whose communications are transparent and who consistently follow through with the corresponding action.
Here’s to 2021 and a rebuilding of trust!