In a time where misinformation spreads at lightning speed, skepticism and mistrust in institutions is at an all time high. The challenge of rebuilding the public’s trust is urgent, from social media algorithms amplifying false narratives, to erosion of credibility in traditional authorities, misinformation has become a strong force.
From federal governments, to news organizations, to higher education, the way institutions choose to navigate the spread of misinformation to foster stronger connections with the public will determine their ability to rebuild trust and maintain credibility in an increasingly skeptical world.
According to a Pew study, only 22 per cent of American adults have trust in the federal government to do the ‘right’ thing always or most of the time.
Bob Jensen, the senior managing director at Strat3 LLC, an international consulting firm specializing in crisis risk and community management, says that the spread of misinformation has played a huge role in the diminishing trust of institutions we are seeing today. He explains that although it started well over a decade ago, it was the Covid-19 pandemic that was a catalyst for people’s eroding trust in institutions, and creating deep divisions.
The volume of misinformation grows year by year, and with the speed at which it is spread, this loss in trust poses a real challenge to institutions. However, there are definitely solutions to the problem. But what can organizations do to combat this while maintaining transparency and integrity? This can be done by creating a rumor control page, while also working closely with governors, local officials, private sectors and NGOs, institutions can understand who is spreading the misinformation and why.
With the rapid spread of information via social media, institutions should strike a balance between addressing misinformation quickly and ensuring accurate messaging. Jensen explains how this is the right way institutions can approach the issue of misinformation.
“The more planning and preparation an organization can do about what kind of information should be going out in times of crisis the better. They should also put out as much information as they can and acknowledge uncertainty; this maintains credibility,” says Bob.
He highlights the importance of risk communication, and acknowledges that governments don’t often do a good job of addressing the uncertainties.
“We need to look at the mistakes being done by past administrations, some of those mistakes include being a little too black and white. And not acknowledging uncertainty. And now you have global thought leaders who talk about risk communication,” Jensen said.
Rebuilding trust in the digital age is no small feat; institutions must prioritize transparency, acknowledge uncertainties, and actively engage with their audiences to counter the spread of misinformation. As Jensen explains, this requires a proactive approach—establishing clear communication channels, fostering collaboration with trusted partners, and preparing for crises with trusted partners, and preparing for crises with thoughtful strategies.
Caption: Bob Jensen, the senior managing director at Strat3 LLC, an international consulting firm specializing in crisis risk and community management. Photo supplied by Bob Jensen.
