establishing and enhancing trust and credibility
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ESTABLISHING AND ENHANCING TRUST AND CREDIBILITY. Vladimir Ninkovi ć TRANSCONFLICT. Postmodern societies. Tolerating the unexpected Dealing with uncertainties. When do we need trust?. One ’s own i nadequate knowledge and experience – recourse to the third party. Too big or complete tasks.

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Presentation Transcript
postmodern societies
Postmodern societies
  • Tolerating the unexpected
  • Dealing with uncertainties
when do we need trust
When do we need trust?
  • One’s own inadequate knowledge and experience – recourse to the third party.
  • Too big or complete tasks

Wrong, misleading information Trust erosion

  • Gaps of knowledge Gaps of trust
benefits of trust
Benefits of trust
  • Lubricating social interactions on various levels so these function smoothly
  • Reducing social uncertainty and complexity
  • Important element of social capital
  • Prerequisite for a healthy and flexible economy and participatory democracy
public sector
  • Public institutions often in role of risk managers.
  • Trust in public institutions important factor in the perception and acceptability of the risks.
  • Trust – a key to successful risk communication
trustworthy communication
Trustworthy communication
  • Trust :
    • Expected future actions of third parties
    • Reliability of information on which current actions are based
  • No adequate communication / Withholding information distrust

Degree of willingness of the risk givers +

Trustworthiness of the trust recipients =

Perceived integrity and sincerity


A.Giddens: ‘Within an environment fraught with danger, all mechanisms of trust need to be complemented with tangible trust in persons’.

  • Trust eases the pressure in the present / Distrust may paralyze all action
  • Distrust compels the present to engage in a quest for reassuring knowledge and care.
  • Distrust often may be rational course of action.

Trust Distrust – quick, abrupt process

  • Distrust Trust – slow, gradual process
  • Easier to destroy than to create – negative events carry more weight than the positive ones (“Bad news are good news”).
peculiarities in the area of risk communication i
Peculiarities in the area of risk communication I
  • Building trust is always a hybrid process; there is no clear distinction between “abstract” trust in the system and “tangible” trust in persons.
  • Trust in abstract systems is not sufficiently grounded in personal or expert knowledge; rather it is based on symbolic indicators of trustworthiness.
  • Trust requires options for controls and enforcement.
peculiarities in the area of risk communication ii
Peculiarities in the area of risk communication II
  • Whether information is perceived as trustworthy or untrustworthy depends on its source.
    • Science experts (doubts about their expertise and their integrity)
    • Industry culprits (assumption of vested interests)
    • Politicians (perceived as often incapable of action or biased).

Confidence and trust of the stakeholders depend on the profit status; the more a particular agent stands to profit from a particular situation, the less trust will be given by the public.

  • The willingness to trust is dependent on the reporting by the media.
salient value similarity theory
Salient value similarity theory
  • Earle & Cvetkovich: “People base their trust judgments on whether they feel that the other person or organization shares the same values, or is seen as having the same understanding of a specific situation.”
the importance of full trust
The importance of full trust
  • The public does not necessarily expect or see trust as an achievable goal in their relation with institutions
  • The public has become more competent and knowledgeable enough to have “effective” distrust.
trust building factors
Trust building factors
  • Caring and empathy
  • Competence and expertise
  • Honesty and openness
  • Dedication and commitment
  • Technical competence
  • General trustworthiness dimension, encompassing care for the public interest
  • Refers to the objective and subjective components of the believability of a source or message
  • Over 50% of credibility is dependent upon whether or not a source or message are perceived as empathetic and caring

Trust and credibility can be built by using support from credible third party sources.

  • A lower credibility source takes on the credibility of the highest credible source that agrees with its position on an issue.
  • When a lower credibility source attacks the credibility of a higher credibility source, the lower credibility source losses additional credibility.
five practical rules for building trust and credibility covello allen 1988
Five practical Rules for Building Trust and Credibility (Covello&Allen, 1988)
  • Accept and involve the public as a partner.
  • Appreciate the public’s specific concerns.
  • Be honest and open.
  • Work with other credible sources.
  • Meet the needs of the media.
establishing the culture of trust
Establishingtheculture of trust
  • The more pronounced the uncertainty (gap of knowledge), the greater the need to establish a firm base for trust.
  • The highest priority must be given to transparency, dialogue, participation and fairness.
  • The best way to build public trust is by assuring that procedures truly involve the public in decision making.