Rallying Trust: How PIOs Help Leaders Build Credibility
Trust might be the most valuable, and the most fragile, thing in public life. For PIOs, it’s at the heart of everything we do.
Each year, Edelman’s Trust Barometer offers a snapshot of how people are feeling about the institutions that shape their lives. While trust in government still trails behind other sectors, there’s a silver lining: Local government continues to rank higher than state or federal levels. People tend to trust those closest to them, such as their local agencies, schools, and community leaders, to do what’s right.
That local connection gives communicators a unique opportunity. We can help our leaders not only understand what drives public trust but also take active steps to build it.
Edelman points to three key ingredients for trust:
- Competence — Following through and delivering on promises.
- Ethical Behavior — Doing the right thing, even when it’s not the easiest thing.
- Empathy — Listening and showing genuine understanding.
For government communicators, these ideas aren’t theoretical. They are our daily reality. When we share clear updates, admit when we’ve missed the mark, and stay accountable, we reinforce all three. When leadership models that same approach, trust grows inside the organization and in the community.
PIOs are often the first to notice when the public mood shifts. We see it in social media comments, at community meetings, or in local headlines. Our job is to help leadership see what the public sees and turn that insight into action that strengthens credibility.
Here are three ways to help rally leadership around trust:
- Bring the data to life. Use Edelman’s findings, or local sentiment, to show how public perception can guide better decisions.
- Treat trust as a leadership asset. Transparency and timely updates aren’t just good communication; they are key to cooperation and reducing misinformation.
- Keep it human. Encourage leaders to speak plainly, listen openly, and show empathy. People trust people, not institutions.
Edelman’s report makes it clear: The public values truth over polish and action over promises. For PIOs, that’s our cue to lead from behind the podium to help leaders see communication not as reaction but as connection. Every transparent update moves us one step closer to something priceless: Faith in government.