tomtoronto.ca

The following is an excerpt from a paper entitled “Reputation Management, Measurement and Monitoring.” It was written as part of the PR program at Ryerson University. If you would like to read the rest of it, you can find it here. Please feel free to comment and discuss below.  

Trust

The final aspect of the CPRS definition of public relations, and commonly the goal of many communication campaigns, is earning public understanding, acceptance and support. Reputation plays a substantial role in each of these factors. It will influence how receptive the public is to attempts to earn understanding, acceptance or support and it will influence how freely the public gives them. Understanding, acceptance and support from stakeholders are really just parts of one overall sentiment: trust.

Trust is the primary characteristic of a strong reputation, and should likewise be the primary goal of every public relations practitioner. Every good relationship, whether business or personal, is based on a foundation of trust. (Fombrun, 1996, p. 112) Earning trust from stakeholders will build a strong reputation for an organization, which Fombrun calls the “Trust Principle.” He states that “the more trustworthy a company appears to its key constituents, the better regarded the company will be.” (Fombrun, 1996, p. 68) This idea was echoed in an interview with Martin Waxman, co-founder and president of Palette PR, who cited trust as a key factor of a positive reputation.

Developing trust internally will contribute to creating a positive reputation. Trust among employees will increase engagement and productivity. It also creates loyalty, so long as the reciprocal nature of trust continues. The trustworthiness exhibited by an organization to its employees also reflects outward to other stakeholders. Employees are an organization’s strongest reputation ambassadors, and how they perceive their organization will reflect to other stakeholders as well.

Externally, trust can be earned through transparency, credibility and consistency. (M. Waxman, personal communication, March 25, 2009.) These three factors can be a very positive influence on an organization’s reputation. Transparency is a focal point that PR practitioners hope to make a priority among their organizations. Open communication is a clear way that organizations can build trust as well as understanding, acceptance and support, all of which lead to a positive reputation. A lack of transparency can be disastrous to an organization. Employees will feel disconnected to their own workplace, causing a lack of trust or interest in overall goals. Other stakeholders will naturally question the motives and intentions of an organization (Fombrun, 1996, p. 112), and without transparency this distrust will only increase.

The successful public relations practitioner will always seek to build trust between an organization and its stakeholders, and use it as a guiding principle for all interactions between the two. Through these efforts, an organization’s reputation will improve, greatly aiding its success.