Cut Through!
Winning Strategies, Pt 4: Demonstrate trust
17:50
Is it the job of a communications professional to ‘persuade’ people, or is it to ‘inform’ people?
In a low-trust environment, where even the appearance of self-interested persuasion can be counterproductive, this has become a false choice.
When trust in politics, the media and business has declined rapidly, the winning strategy may be to be disarmingly, demonstrably and visibly trustworthy.…