The 2024 Edelman Trust Barometer highlights a paradox in a society where rapid innovation holds the promise of prosperity but also poses risks by exacerbating trust issues, leading to further instability and political polarisation.

The title of this year’s report, ‘A Collision of Trust, Innovation and Politics’, does not paint a rosy picture of an already polarised society. Given that acceptance of innovation is crucial, especially in a year with many global elections, there are concerns about politics influencing science and eroding trust in institutions. First, science has been a political target when driving particular agendas. With diminished trust in mainstream media, rampant use of social media in political commentary, disinformation, and algorithms exacerbate echo chambers. It is clear why we could see a further eroding of trust in institutions. It is especially worrying now that speed and scale will increase within an AI landscape. 

So, what can communication professionals do to help restore trust in innovation? Here are some key tips that came to mind after reading the 2024 report:

1. Talk to all audiences: Explaining the science and managing impacts is essential, especially for innovative breakthroughs. Understand who you are talking to and learn to speak to audiences in a way that connects with them. who are you not resonating with?

2. Engage in dialogue: Experts need to have an ongoing dialogue about recommendations and the research behind them. Also, focus on building advocates in the different audience groups to bolster credibility and trust in the innovation.

3. Collaborate for change: Businesses are the most trusted entities to introduce innovation and should partner with the government and experts. CEOs must take a proactive stand on ethical concerns publicly to maintain trust.

4. Listen to and empower people: Getting people involved with innovation helps them learn, removes fear and reduces resistance. We must become better listeners, which gives us insight into where and how people can get involved.

5. Help guide businesses: Communication professionals have a clear role in advising their companies. Guidelines should be adopted and communicated around ethics, governance and responsible use of specific innovations for communication with their audiences.

The CSCE joins the Global Alliance in marking Ethics Month in February. Ethics are critically important to the communication profession, and are what sets professionals apart as communication leaders. Ethics are our guiding light. They help us navigate choppy waters, deal with questionable client requests, and produce valuable and conscientious work. In short, ethics are what defines our professionalism.

The Global Alliance offers the following insights into how communication professionals can live an authentic and ethical practice.

•    Truthfulness and Transparency in the Age of Mis/Disinformation: The increase of misinformation and fake news has eroded public trust in media and institutions. Political polarization and the spread of disinformation pose significant challenges to democratic discussion. Communication professionals have a responsibility to promote media literacy - empower citizens to critically evaluate information, distinguish credible sources, and actively participate in democratic processes. This - in addition to persistent commitment to accuracy, fairness, and impartiality in our own reporting and messaging. 
•    Equity, Diversity, and Inclusion: Social justice movements have highlighted systemic inequalities and biases that infuse our society. As communication professionals, we have a responsibility to champion diversity, equity, and inclusion in our work. This means actively seeking out diverse perspectives, challenging stereotypes, and promoting authentic representation in our storytelling and campaigns.
•    Digital Ethics and Privacy: The digital age has brought extraordinary opportunities for communication, but it also raises ethical concerns around privacy, data security, and online manipulation. Communication professionals need to navigate these challenges with integrity, respecting users' privacy rights, and ensuring transparent and ethical use of data. Political campaigns increasingly rely on data-driven targeting and micro-targeted messaging to reach voters – hence ethical considerations around data privacy, consent, and algorithmic transparency are vital. 
•    Promoting Ethical Decision-Making: Ethical decision-making is at the heart of our communication profession, requiring careful consideration of the potential consequences of our actions and adherence to ethical principles and guidelines. Communication professionals need to cultivate a culture of ethical awareness and accountability within their organizations, providing training and resources to support ethical decision-making at all levels.

The CSCE offers several resources to support communication professionals to develop ethical practices:
•    Our signature training courses, Strategic Communication Management I, II, III – check the upcoming course schedule In-Class Courses – CSCE (thecsce.com)
•    The CSCE Competency Model, which outlines the seven core competencies of strategic communication management Competency Model – CSCE (thecsce.com) 
•    The Career Evaluator tool to assess your career progression Career Evaluator – CSCE (thecsce.com) 
•    Seven Insights papers on ethics and trust Ethics and Trust – CSCE (thecsce.com) 

Join today to access these and many other innovative learning opportunities.

George Gkioulekas, MSc. might be living in Cyprus but is making a significant impact on the world through strategic communication as a leader in strategic risk and crisis management. George is a Fellow and Chairman of the Mediterranean Chapter of the Institute of Strategic Risk Management. He has demonstrated an unwavering commitment to advancing the understanding and capabilities  of strategic risk and crisis management throughout the Mediterranean region. He is dedicated to promoting proper strategic communication and understands the pivotal role communication plays in mitigating and managing risks effectively. Through various programs and initiatives, he has worked tirelessly to enhance the strategic communication skills of professionals in the field, ultimately strengthening the overall resilience of organisations operating in the Mediterranean region.

We are very pleased to welcome George as a Fellow of the Centre for Strategic Communication Excellence  and know that he will be a role model to many professionals in adopting strategic communication  management as an integral part of their role.

Ever wish you could, oh I don’t know, chat with communication professionals from around the world? Ask questions, contribute your insights, solve problems?

Well, you can! Join the CSCE to gain access to the Hive, an on-demand forum to share ideas and learn from each other. Start the conversation today with your membership. 

Join CSCE Founding Partner Adrian Cropley and Ingrid Nienaber-Dickens, strategic communication professional and CSCE partner, for a monthly discussion on all things AI.

What to expect:
💜 Engaging conversations: Connect with like-minded professionals who understand the demands of our profession.
💜 Expert insights: Gain valuable insights from mental health professionals who specialise in supporting communication experts.
💜 Strategies for balance: Learn practical strategies to balance the demands of your career with your mental wellbeing.
💜 Safe space: This is a judgment-free zone where you can share experiences and find solace in the company of peers.

February 13 at 9:00 a.m. AEDT

Course Highlights:
✨ Develop strategic planning and execution skills
✨ Align communication efforts with business outcomes
✨ Build measures and develop ROI for your communication efforts
✨ Understand what drives value for stakeholders in today's communication environment
✨ Increase your perceived value within the organization

Day 1

• Overview of the strategic communication planning process
• Aligning communication strategy with business needs
• Setting SMART objectives aligned with business goals
• Defining your measurement approach
  Audience segmentation and analysis

Day 2

• Developing key messages and message maps
• Tactical Implementation using audience insight
• Measuring the impact of your communication strategy and defining ROI
• Building your personal brand
  Providing insight into your organization and demonstrating your value

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